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Sponsorship Of Professional Baseball Leagues And Teams To Total $388 Million In 2004

July 21, 2004: Major League Baseball signs three new multiyear deals in ’04

For Immediate Release:
July 21, 2004

For More Information Contact:
William Chipps, IEG, LLC, Tel: 312/944-1727;;

Chicago, Ill. With three new multiyear sponsorships under its belt at the midpoint of the season, 2004 is shaping up to be a good year for Major League Baseball.

Over the past several months, the league has signed estimated multi-million-dollar deals with Bank of America, Ameriquest Mortgage and Taco Bell. The league signed no new deals during last year’s season.

Corporate interest in baseball also has trickled down to the grassroots level, with Bank of America enhancing its new five-year MLB tie with a partnership to minor league baseball as well as Little League baseball.

Sponsorship spending on professional baseball leagues and teams is expected to total $388 million in ’04, up from $355 million last year and $295 million in ’00, according to IEG Sponsorship Report, the world’s leading authority on sponsorship.

“2004 is shaping up to be a great year for baseball. Barring any fallout from the BALCO scandal, we should continue to see more corporate interest in the sport,” said William Chipps, senior editor, IEG Sponsorship Report.

Corporate interest in pro baseball leagues and teams also is fueled by the growing ineffectiveness of traditional media and the subsequent rise of nontraditional marketing platforms, Chipps added.

“Baseball is a great avenue to reach consumers during the summer, a season when they’re increasingly difficult to reach through traditional media,” he said.

Major League Baseball’s plans for a World Cup tournament in ’05 or ’06 should create additional sponsorship opportunities—and revenue—for the sport, Chipps added.

About IEG, LLC
IEG is the world's leading provider of independent research, training and analysis on sponsorship. Founded in 1981, IEG provides corporations with the strategy and tools to harness the sales and marketing power of sports, arts, events, entertainment and cause marketing.

IEG offers services that include consulting, sponsorship intelligence and valuation. IEG publishes IEG Sponsorship Report, the international biweekly newsletter on sponsorship; the IEG Sponsorship Sourcebook, the definitive guide to sponsors, properties and agencies; and other industry publications and sources.

IEG also is the leader in sponsorship training. Its internationally renowned Event Marketing Conference, now in its 21st year, attracts a capacity crowd of delegates each year. Through its conferences and seminars, IEG has trained more than 25,000 sponsorship executives worldwide.

For More Information Contact:
William Chipps, IEG, LLC, Tel: 312/944-1727; Fax: 312/944-1897;
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