7-Eleven is ramping up its image in the Chicago area by letting Chicagoans know that apart from being a convenience store, 7:11 is now the new start time for home games of the Chicago White Sox. 7-Eleven inked the sponsorship deal with the Major League Baseball team last week that will run through 2009.
As part of the deal, White Sox weeknight home games will start at 7:11 p.m. instead of the typical 7:05 p.m. first pitch. In addition, the first pitch of each game will be presented by 7-Eleven. In-park signage, advertising on promotional giveaway cards and mentions during radio and TV broadcast will support the campaign, the White Sox said.
“Just as the White Sox are the hometown team, we at 7-Eleven want to be your neighborhood convenience store,” said John Moritz, 7-Eleven marketing director in a statement. “We’re excited to be associated with a great team that has such a great tradition.”
In addition to presenting the first pitch at all U.S. Cellular Field home games, 7-Eleven will also be the exclusive sponsor of a fireworks night and distribute White Sox pocket schedules at local stores.
“The new start time is really a unique way for 7-Eleven to increase its visibility with the White Sox and within baseball,” said Brooks Boyer, White Sox VP-marketing in a statement. “
Financial terms of the deal were not disclosed.
In August, 7-Eleven announced the acquisition of 206 of Chicago’s White Hen convenience stores, which more than doubles the number of stores 7-Eleven operates and franchises in the Chicago area.
Dallas-based 7-Eleven operates or franchises more than 5,800 7-Eleven stores in the U.S. and Canada and licenses more than 30,000 7-Eleven stores in 18 countries and U.S. territories. Last year, the company generated $43 billion in global sales.
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