Breaking Sports

Monday, June 20, 2005

media- The Perfect Pitch

from the Bergen Record, As far back as Mel Allen's "Ballantine blast" at Yankee Stadium and Red Barber's "Old Goldie" at Ebbets Field, sponsors have formed close ties with New York baseball teams.
But what was once a select few advertisers connected to a key moment in a game has mushroomed into dozens of sponsors who, for as little as $100,000, can get a mention on a season's worth of Mets or Yankees radio broadcasts.
From billboards at the top of the broadcasts to sponsored segments during the games to tributes in postgame shows, sponsors across the country are supplementing traditional advertising - and in some cases, bypassing it completely - to build brand awareness, sell their goods and reach the elusive male audience.
And because many of the short promos are included during the flow of the game - when fans are listening - advertisers don't lose them to beer or bathroom breaks between innings. Like product placements in movies and television shows, they are part of "branded entertainment, the hottest phase in marketing in the last two or three years," said Randall Rothenberg, a veteran advertising journalist and author and senior director of intellectual development at Booz Allen Hamilton Inc., a business consultancy in New on...