Apr 20, 2009

Last week, Major League Baseball Properties (MLBP) and Gillette, part of The Proctor & Gamble Company, announced a renewal of their 80+ year sponsorship agreement, which will extend the already record breaking agreement into a ninth decade.  More from Major League Baseball,

Gillette -an MLB sponsor since 1939 – will continue to have exclusive rights in several brand categories, including men’s and women’s pre and post wet/dry shaving products, antiperspirants/deodorants and men’s skin care products.

Gillette features New York Yankees shortstop Derek Jeter in several commercials for its premium Fusion™ line of blades and razors and Gillette Clinical Strength antiperspirants. Jeter is the latest in a long line of Major Leaguers who have endorsed Gillette including Hank Aaron, Whitey Ford, Mickey Mantle and Honus Wagner. Gillette ads featuring MLB players date back to as early as 1910.

Again, although its unecessary with Jeter’s notoriety, we have recently found MLB players in venues where MLB and/or the MLBPA can capitalize off of or promote the idea of a superstar player (rather than a usually team-oriented approach).  I’m also very impressed with the fact that MLBP has decided to take their sponsorship international,

Gillette has expanded its agreement with MLBP to include the territory of Puerto Rico where Gillette recently ran a Spanish version of the Gillette Clinical Strength antiperspirant commercial in Puerto Rico during the 2009 World Baseball Classic. Additionally, it will remain the presenting sponsor of the American League and National League Rookie of the Month Award which recognizes the top AL & NL rookie each month of the regular season.

Honestly, it’d be impossible to explain to me why MLBP doesn’t go back and renegotiate any sponorship deal it has to allow for inclusion of the products, rights, images, etc. in Puerto Rico and Latin American countries in general (if they have not done so already).  Many of baseball’s stars are not from America, with a large number predominately being from a Latin American country…so why not cater to the increasing Latin American fan base?

MLB.com – 

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