MLB, J&J in Pepcid Series Deal; NHL Unites Hockey World for Push - Major League Baseball, Johnson and Johnson, National Hockey League; several briefs

Brandweek, Sept 28, 1998 by Terry Lefton

Johnson & Johnson has signed a one-off deal with Major League Baseball snaring on-site marketing rights for its Pepcid AC brand at the upcoming World Series. Pepcid gets its logo on thousands of around-the-neck ticket sleeves to be given to fans entering parks at Series Games 1 and 3.

Agency sources said the deal was in the low six figures, with on-site sampling and couponing likely at the two game venues. MLB execs would not comment.

Other post-season activations:

* Gillette will get its $2 Million Pitch, the baseball extension of its multi-sport $1 promo and charity giveaways, televised by Fox live before Game 4, and has assigned title of the event to its new Mach 3 shaving system.

* MasterCard will present a $500,000 donation to the Boys & Girls Clubs on field in Game 3 and probably break another "priceless" spot during postseason coverage.

* Bubble Yum, the official gum of MLB, will sponsor a bubble-blowing contest at Game 2. Marketer Planters LifeSavers will also take a page out of Gatorade's playbook, by getting Bubble Yum branded buckets. Gatorade has branded cups, coolers and towels in all postseason dugouts.

* Affinity credit-card giant MBNA will "table" all postseason games, attempting to sign up people for its MLB affinity cards.

The NHL is mustering a united front to herald the return of its hockey season Oct. 9, with a 100-market campaign that involves minor league and college hockey teams, and taps more than $1 million in media granted the league by its clubs.

Two NHL spots, produced in-house, will run in preseason and early season broadcasts throughout October, both locally and nationally on ESPN. In "Heart-beat," a racing heartbeat presages the opening of the season, along with shots of some of the game's brightest stars. The other spot, "Closet," graphically illustrates the seasonal change with summer gear, such as golf clubs going into a closet, while skates and hockey equipment come out. The "Game On" slogan will also be used in program ads and on dasher boards, and ad materials will also be offered to junior and ancillary leagues such as AHL, IHL, ECHL and WPHL, to be tailored locally.

Additionally, Dodge will sponsor a Game On preseason guide in Sports Illustrated, and MBNA will use the theme in a direct-mail drop.

Coming off a season of weak TV ratings and subpar performances by teams in some of the biggest media markets, the league could use the boost, especially should it have the chance to pick up incremental fans pending a continued NBA lockout.

After more than tripling its ad budget to $13 million in 1998 and returning to TV for the first time in years (Brandweek, Nov. 10, 1997), athletic shoe marketer New Balance has a problem atypical to the oversaturated category: it can't satisfy demand. "We seriously could have sold 20-25% more than we are producing this year," said sales vp Fran Allen.

Next year's spending plans call for only a modest advertising increase, with boost in co-op and Web advertising.

Extra innings: The 25 or so licensees selling Sammy Sosa/Mark McGwire home run-race merchandise have already accounted for an incremental $10 million in retail sales, according to MLB licensing chief Howard Smith... Starter is looking to get in the gift business by bundling some licensed merchandise into holiday/special event packs. Due out for holidays is a "six pack" of Chicago Bulls T-shirts, one from each of their championships, in a package shaped like an NBA championship trophy. At a likely price point of $100-plus, the Ts will be sold only in Chicago area, with a likely retail exclusive. There may also be some direct retail distribution. Also in the works: a pair of championship commemorative Detroit Red Wings caps packaged in the shape of a goalie mask. . . Rick Singer, director of marketing partnerships at NBA Properties, is jumping to an NBA sponsor, joining IBM to become director and group manager of marketing partnerships.