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- Title
Cross-Promotion Deals Benefit MLB Sponsors.
- Abstract
The article reports that one way major league baseball's (MLB) sponsors are improving the value of their agreements is by arranging tie-in deals or joint promotions between MLB corporation sponsors. Seen as a way for the league's 11 sponsors to further leverage their sponsorship investment, the joint promotions also serve MLB Properties' interest in restricting nonsponsor associations with the league. Although the goal of the program is to increase tie-ins between MLB corporate sponsors, cross-promotions are not limited to deals with other MLB sponsors. Kellogg Co. has run promotions using merchandise from MLB official licensees.
- Subjects
SPORTS sponsorship; MAJOR League Baseball (Organization); CORPORATE public relations; SPORTS marketing; ADVERTISING; KELLOGG Co.
- Publication
Journal of Sport Management, 1992, Vol 6, Issue 1, p70
- ISSN
0888-4773
- Publication type
Article