While the winner of MLB's newest on-field uniform rights contract had yet to be decided as of press time for this column, Nike has completed a five-year renewal of its advertising license, which gives it the right to use MLB logos in ad campaigns. The Eager Beavertons would like to expand their licensing rights, whether it's on-field or not. As of last week, insiders expected MLB's crown jewel — on-field uniform rights — to go to one supplier. The uni deal is now split between Russell and Majestic Athletic. MLB has told its licensees to expect a decision before the July 15 All-Star Game, but the league has been proceeding cautiously, given the history of litigation between Majestic and Reebok.
HITTING THE BEACH: Almost halfway through the Association of Volleyball Professionals' season, several big brands have signed on as sponsors of the property, finishing out the season on a trial basis. McDonald's, Gillette and Wrigley have joined the tour. The quick-service restaurant and personal-care products company receive media on the AVP's NBC and Fox Sports Net broadcasts, and on-site sampling, with Gillette planning to use the AVP to tout its Soft & Dri and Right Guard Extreme Sport deodorant brands. Wrigley receives sign-age, on-site sampling rights at AVP matches and the league's much sought after "official chewing gum" designation.
"These are trial runs," acknowledged AVP Commish Leonard Armato, "but our conversion rate has been very good."
GOING TO TAKE A LOTTA LANCE: With the Tour de France starting this week, Lance Armstrong's sponsors are rolling out a variety of themed ads. Longtime Nike agency Wieden & Kennedy is fashioning an Armstrong tribute with what is described as "a cast of thousands," including entertainment and sports celebs Jerry Seinfeld, Jason Giambi and Mariano Rivera paying tribute to the four-time champion. New ads featuring Armstrong are due from Comcast and from the U.S. Postal Service.
NEW YORK STORIES: The New York Yankees and
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| A "Score With Yankees" promo card |
New York City-area McDonald's are teaming for a "Score With Yankees" scratch-and-win promo in late July and August. Consumers buying a McDonald's Value Meal during that time receive a scratch-and-win ticket and one of a 24-card Yankee set from
Upper Deck. Instant-win prizes include game tickets, use of a suite at Yankee Stadium and a shopping spree at the stadium's new team store. TV spots from local McD's agency
Arnold Worldwide, and point-of-sale ads, support.
SHOE-CAGO: Fila will launch its $75 Barry Bonds cross-training shoe at Footaction stores in Chicago around next week's MLB All-Star Game. The shoe debut will be supported by an in-store appearance by Bonds, along with radio, print and point-of-sale advertising, including caps and shirts worn by store personnel. National distribution for the Footaction exclusive is expected by the end of July. Other notes of interest around the midsummer classic: Nike will supply some of its top MLB athletes, such as Jason Giambi, with a special version of its Skylon sunglasses and Air Zoom cleats for the game. Adidas will extend its ClimaCool technology to baseball cleats for the first time.
SUPPORTING CAST: The Toronto Maple Leafs' September tour of Finland and Sweden will be sponsored by Lego, Xbox, EA Sports, Scandic Hotels and Afton Bladet, a large Swedish daily. The Leafs are holding a portion of their preseason training camp in Sweden before playing two games in Stockholm and one in Helsinki from Sept. 12-19. The tour includes a game against Djurgarden of the Swedish Elite League, the former team of Maple Leafs captain Mats Sundin.
HERE & THERE: Former NFL marketer Ray Katz to senior vice president of marketing at The Football Network. Katz was last with Smartix. ... Mark Gatto joins ForSport Enterprises, New York, as a partner to founder Dan Wasserman. He was director of player licensing at Topps.
Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.
