Major League Baseball goes to bat for Authentic apparel

Petrecca, Laura
March 2000
Advertising Age;3/13/2000, Vol. 71 Issue 11, p3
Trade Publication
This article focuses on the partnership of U.S. Major League Baseball (MLB) with the Lord Group, New York, to produce team-specific advertising for each of its 30 clubs. MLB debuts at the end of March 2000 an integrated campaign to promote its MLB Authentic Collection apparel line. The effort centers on close-up visuals of team uniforms, hats and jackets. Cropped shots highlight the quality embroidery around a team's name, while copy urges consumers to "wear what the players wear." Print, including buys in Time Inc.'s Sports Illustrated and Walt Disney Co.'s ESPN the Magazine, TV, radio, outdoor and Internet components will support the line. Advertisements--themed "How close to the game are you?"--are targeted to 12- to 34-year-old males and will run throughout the baseball season.


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