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• Boston’s Public Improvement Commission has approved a request by the Red Sox to change the name of Yawkey Way outside of Fenway Park, named after former owner Tom Yawkey (1933-1976), back to its original name, Jersey Street, following allegations about Yawkey (who died in 1976) being a racist. According to the Red Sox, “Today’s vote is an important step in our ongoing effort to make Fenway Park a place where everyone feels welcome.”

• Dale Earnhardt Jr. has written a book, Racing to the Finish: My Story, scheduled to be released Oct. 16. He calls it a “candid, first-person account of what seemed at first as a minor racing accident but ultimately forced life-changing decisions.”

• The NBA has signed a multi-year deal with Perform Media that will see the digital sports content-#media group manage the NBA’s official Web sites in 15+ international markets, including Argentina, Australia, Canada, India, Japan, Mexico and Spain. The NBA said it has 20 such localized sites

• The Drone Racing League has expended its presence in France with  a 2018 race in France at the Allianz Riviera stadium and a media partnership with Groupe AB. DRL has also signed an extension of the Allianz title partnership of the DRL Championship Race Series for an additional five years.

KEEPING SCORE

NFL 2018 Top Ten Draft Picks
1. Cleveland Browns: Baker Mayfield QB (Oklahoma) Cleveland Browns
2. New York Giants: Saquon Barkley RB (Penn State)
3. New York Jets: San Darold QB (ISC)
4. Cleveland Browns: Denzel Ward CB (Ohio State)
5. Denver Broncos: Bradley Chubb DE (NC State)
6. Indianapolis Colts: Quentin Nelson G (Notre Dame)
7. Buffalo Bills: Josh Allen QB (Wyoming)
8. Chicago Bears: Roquan Smith LB (Georgia)
9. San Francisco 49ers: Mike McGlinchey OT (Notre Dame)
10. Arizona Cardinals: Josh Rosen QB (UCLA)

BUY SELL

WEEKEND BOX OFFICE (April 20-22)
1. A Quiet Place $22M
2. Rampage $21M
3. I Feel Pretty $16.2M
4. Super Troopers 2 $14.7M
5. Blumhouse's Truth or Dare $7.9M
6. Ready Player One $7.5M
7. Blockers $6.9M
8. Black Panther $4.6M
9. Traffik $3.9M
10. Isle of Dogs $3.4M
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Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Wednesday
Apr022014

PepsiCo Extends Its Alliance With MLB, Adds Brands, Harper To Marketing Mix

By Barry Janoff

April 2, 2014: PepsiCo, which has been an official partner of Major League Baseball for more than 15 years, said it has signed a multi-year pact to extend and enhance its relationship with MLB.

As part of the sponsorship, PepsiCo maintains "exclusive rights within the non-alcoholic beverage, sports fuel and salty snack categories to use MLB marks and logos."

In addition, PepsiCo said it has alliances with more than half of the MLB teams and has more than a dozen MLB athletes as marketing endorsers.

PepsiCo brands named as official MLB sponsors include Pepsi, Gatorade, Aquafina, Frito-Lay Seeds, Cracker Jack and Lay's. Financial terms were not disclosed.

PepsiCo said it would continue to "create local and national MLB fan marketing programs, integrate into the league's TV assets, work with the league's mobile and digital properties through its long-standing partnership with MLB Advanced Media, produce retail promotional opportunities with its customers and activate at marquee MLB events" such as the All-Star Game and World Series.

"MLB is a terrific PepsiCo partner and provides a strong platform to activate our food and beverage brands in ways that benefit the League, our retail customers and baseball fans across the country," Jennifer Storms, svp-global sports marketing for PepsiCo, said in a statement "Opening Day marks the start of a busy selling season for many PepsiCo brands and we're delighted to continue our relationship with one of the world's most iconic sports properties."

Included in new marketing will be a campaign from Gatorade to support the launch of its Fierce subline starring Bryce Harper of the Washington Nationals, who has just signed as a brand endorser.

Pepsi will unveil "For the Thrill of the Game"  under its umbrella "Live for Now" campaign, which will focus on the "excitement and passion" that baseball fans have for the game. Aquafina will add to its destination as the "official water of Major League Baseball" by becoming the "official sponsor of the Seventh Inning Stretch," with support that includes on-package promotions.

Frito-Lay brands, including Lay's, Cracker Jack and Frito-Lay Sunflower Seeds will have sampling and other promotional efforts throughout the season. Frito-Lay will also develop team specific POP displays in select markets where it has a team sponsorship, according to the company.

According to Tim Brosnan, evp-business for MLB, "PepsiCo has been a tremendous supporter of Major League Baseball for nearly two decades. PepsiCo will enhance the fan experience at the ballpark and at retail with promotions across its food and beverage portfolio. As one of baseball's great rising stars, Bryce Harper is a perfect selection by Gatorade as a brand endorser."

"PepsiCo will enhance the fan experience at the ballpark and at retail with promotions across its food and beverage portfolio."

The push comes on the heels of what PepsiCo called the launch of the "biggest worldwide, integrated marketing campaign" for its Global Snacks Group. The Lay's brand push stars soccer icon Lionel Messi and will lead to the FIFA World Cup in June-July (for which rival Coca-Cola is an official marketing partner). Elements include TV, out-of-home, POP, Internet, social media and packaging with Messi's image. (See the full spot here.)

“We are proud to deliver the first-ever global equity integrated marketing campaign for Lay’s using the universally beloved game of football as our backdrop,”  Lorraine Chow Hansen, president, PepsiCo Global Snacks Group, said in a statement.

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