Advertising Industry
Industry: Email Alert RSS FeedBaseball tries makeover; MLB, sponsors shoot for brand image that can regain fans' faith.(Major League Baseball)
Advertising Age, February, 2003
Byline: RICH THOMASELLI
Major League Baseball is attempting to transform its image with a series of moves and proposals designed to attract the casual viewer, regain the disaffected fan and instill confidence in its corporate sponsors.
Those sponsors are working closely with MLB on the effort to transform the baseball brand, as are News Corp.'s Fox, the network TV rights-holder, and Walt Disney Co.'s ESPN, which broadcasts games on cable.
Combined, baseball's 14 corporate partners spent more than $170 million for the 2002 season spread across rights fees, media buys and promotional dollars.
An executive at one of baseball's sponsors said ``We work with great people at Major League Baseball, but sometimes the people above them don't...
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