prednisone 100 mg day valtrex in croatia what is the classification of avalide how to get plavix what is cymbalta mg used to treat buy augmentin no prescription infections cheap generic sustiva apo-minocycline 100mg capsule prescription pain medicine without codeine nimotop maximum dosage does viagra work for young men ethionamide india diabecon pills +buy brand viagra in us get morning after pill over the counter periactin pills used realo discount drugs kinston nc norvasc tablets cost what is micardis pills used for coumadin cost walmart where to buy actos online generic does wellbutrin cause weight gain or loss accutane online mexico pharmacy that sells tadapox buy geriforte syrup hong kong most reputable canadian pharmacy online viagra mail order prescriptions what is clomid steroids buy evecare mexican pharmacies overseas pharmacy no prescription vytorin indian pharmacy capoten flagyl medicines cheap oral jelly australia buy kamagra ciplox in croatia what does cialis cost at walmart sinemet medication order free alavert coupons periactin without prescription miami buy generic viagra from canada what kind of medicine is diovan blopress medication order buy flagyl er 200 what types of zovirax are there 100mg seroquel xr orlistat brands india keflex price australia effexor xr side effects memory ordering suprax here in canada to buy dulcolax in uk pharmaceutical drug salesman viagra official site virus buy buspar quick overseas pharmacy no prescription revatio amoxil online usa no prescription buy generic lotensin cheapest snovitra super power in the uk why is there a shortage of female cialis buy cephalexin pills in the australia amaryl medicine for diabetes norvasc discount code no prescription viagra order buy levaquin online canada no prescription long term side effects of taking mobic where cane i buy alligator clips hair purchase risperdal 2 mg cheap on line viagrpills atarax drug schedule do i need a prescription for vermox certificated anti anxiety pills for cats cialis soft non perscription countries buying ciplox in manchester compazine from india med cab levitra super active xenical spain cialis india generic elavil no prescription where purchase retin-a ge buy cheap viagra using pay pal carafate suspension available generic order glucophage online no presctiption plendil generic release date what aspirin is good for your heart nolvadex express canada tadapox for dogs buy how to get levaquin on line canadian pharmacy differin gel levitra tablet sale stats hell website aleve online coupon code zoloft online order non generic mircette levitra super active non perscription countries i pill mevacor website pharmacy amaryl discounts codes best place to buy ceftin what is clomid bodybuilding can buy keppra online best online pharmacy generic rhinocort buy atorlip-5 in singapore artane castle shopping centre dublin rumalaya gel brands india abilify buy cheap how to get prescriptions online legally generic furosemide safe aceon overnight shipping buy cheap extendaquin online ordering chlamydia treatment azithromycin how long what is terramycin used for in animals can take water pills lose weight crestor woldwide shipping hyzaar 100mg order accutane from canada without prescription order accutane non prescription voltaren maxifort seeds in the uk no prescription cialis soft sale generic furosemide cost what types of pulmicort are there cheap genuine cardizem online buy permethrin spray online river pharmacy canada ldn mexican pharmacy no prescription flagyl er ezetimibe max dose purchase sinemet pills toradol injection how long does it last buy erection packs 3 online thru paypals synthroid us companies only como comprar hyzaar where to buy clonidine drugs online mylan-fluconazole and alcohol voveran sr perth australia levitra brand usa buy cialis sublingual uk antivert australia price fml forte india where to buy penicillin vk 500 mg buy chloromycetin drugs how to use neurontin buy nolvadex uk bodybuilding generic zithromax for sale what is flagyl er 750 mg benzac ac gel india emsam usa cvs prices hyzaar medication used buy reglan from mexico online when will plavix be available in generic form no prescription cheap buy innopran xl online Purchase adalat 50 mg all types benadryl pills shot called liquid viagra buy clonidine hcl certified is acai berry better than blackberry plavix prescription help does micardis hct cause weight gain zofran coupons brand amoxil online order levaquin prix en pharmacie en france provera mexico companies only online forum order cheap zyrtec suggested retail price viagra can you take plendil daily motilium domperidone no prescription flovent hfa price alesse low dose ethinyl estradiol how long after taking viagra does it start to work buy capoten inhaler canada lamictal dose pack green nitroglycerin ointment in india order entocort online uk which uk site to buy pletal accutane lawsuit canada 2010 how much does a 30 day supply of nexium cost
Home All Articles The New Mandatory: Integrating Sponsors Into the Game

Like Shoot to Thrill - An AC/DC Tribute on Facebook!

An authentic tribute of AC/DC that covers the best of the Bon Scott era and the best of Brian Johnson's material

Who's Online?

We have 823 guests online

Atom RSS

The New Mandatory: Integrating Sponsors Into the Game PDF Print E-mail
User Rating: / 1
Articles & Opinion
Written by Kurt Hunzeker   
Monday, 28 April 2008 23:00
A Biz of Baseball ExclusiveOh thank heaven for 7-Eleven!

In October 2006, when the c-store retailer announced a new, 3-year sponsorship with the Chicago White Sox, sports sponsors began singing 7-Eleven’s familiar slogan…and for good reason.  

By integrating its name into the very fabric of the game of baseball (by changing the White Sox’s night game start times to 7:11pm), 7-Eleven changed the equation on how sponsors can activate their sports marketing efforts.


Pretty bold statement, you say?  Consider what happened just last night….

ESPN SportsCenter, the necessary nighttime ritual of millions of sports fans everywhere, created a brand new advertising platform to help Anheuser-Busch’s launch of Bud Light Lime: the entire show. 

While an exclusive show-length sponsorship is nothing new on broadcast or cable television, it is for SportsCenter; a program known for sponsor-tagging just about every segment during each telecast (Budweiser Hot Seat, anyone?).

So when the 11pm EDT SportsCenter started last night and the voice-over announcer trumpeted that episode’s Bud Light Lime exclusivity, it made you look.  And when you looked, you saw the studio’s lights shine green…and SportsCenter potentially opened up the Pandora’s Box of on-air advertiser integration. 

From Allstate’s branding on collegiate field goal nets to Aflac’s quacky trivia questions seemingly in every sports telecast, sponsors are either A) devising more strategic ways to cut through the advertising and sponsorship clutter, or B) demanding their property partners cut them on the action…literally.

In 2004, Columbia Pictures tried to integrate “Spider-Man 2” into Major League Baseball games by branding the bases with the movie’s logo.  Ironically, 79.4 percent of ESPN’s SportsNation poll respondents at that time said that MLB was “selling out” with this sponsorship stunt. 

Tradition was cited as the reason why MLB backtracked on this multi-faceted sponsorship package, with the base-branding taking center stage.  Two years later, 7-Eleven changes the “traditional” nighttime game starts of 7:05pm and 7:35pm…and just about everyone lauded the deal.

The obvious needs to be asked: what’s next? 

I would love to see the return of the baseball bullpen cart…with the oversized cap affixed to the top.  Doesn’t this just scream like a perfect vehicle for NAPA Auto Parts?

If I am the NBA, why Procter & Gamble’s Swiffer brand (the would-be Zamboni of the NBA) is not an official partner is beyond me. 

Speaking of basketball…the glass backboard is one of the few places left relatively untouched.  I would immediately change that with one call to S. C. Johnson & Son’s Windex brand.

I would like to be looking forward to the Nintendo Wii Olympics this summer, coming to a health club near you. 

Just as long as a half lime-half human breakdancing is not one of the events….


    Kurt Hunzeker is a staff member of the Business of Sports Network. He is the former editor of the Team Marketing Report, and the founder Sparts Marketing (, a sports-centric design and consulting firm where sports, art and marketing fuse together to create award-winning campaigns, unique brand identities and innovative sponsorship platforms.

    He, as well as all other authors on The Biz of Baseball can be contacted through the Author Profiles page.



Should MLB Force Jeffery Loria to Sell the Marlins?