Just in time for the start of the Major League Baseball season, the league last week signed sponsorship agreements with retailer The Home Depot and express delivery service provider DHL. Both three-year deals begin with the 2005 season.
On Thursday, MLB announced that DHL would be its exclusive express delivery and logistics provider. The agreement provides DHL with off line and online marketing rights and makes MLB a DHL customer. The express delivery company will provide a variety of air and ground express and logistics services, including shipment of all retail purchases from MLB.com and its 30 team’s online retail stores.
DHL also will provide special shipping centers on-site at all Major League Baseball All-Star Week events, as well as other major off-site events and meetings. DHL will also provide all shipping services from the MLB central offices and MLB Advanced Media in New York.
The Plantation, FL-based shipper gets to sponsor two brand-new MLB-sanctioned awards—the Major League Baseball Delivery Man of the Month Award the Major League Baseball Delivery Man of the Year Award.
The awards will recognize the most outstanding relief pitcher during each month of the regular season, and will be supported by monthly ads in USA Today. An MLB blue-ribbon panel will select the finalists for the annual award, and fans will be able to vote online at MLB.com for that winner.
MLB Spokesman Dan Queen said DHL’s awards do not conflict with the long-standing Rolaids Relief Man Reward, an award given annually to relief pitchers in the American and National Leagues by the Warner-Lambert brand based on a point-system.
DHL will support with national TV and print ads starring Boston Red Sox outfielder Johnny Damon.
On Friday, The Home Depot announced an MLB partnership with that includes exclusive category rights, advertising, special events and in-store promotion. The Atlanta-based retailer has been designated the Official Home Improvement Warehouse of Major League Baseball.
“This partnership provides tremendous potential for both MLB and The Home Depot to extend their brand messaging to consumers at MLB ballparks, The Home Depot retail locations and through exciting new marketing and promotional ventures,” said Tim Brosnan, MLB’s executive VP-business, in a statement.
The Home Depot said its sponsorship would highlight its products and services during the spring lawn and garden season, and well into summer. It will also leverage the sponsorship to support key vendors such as The Scotts Company, Weber, Toro and Husky through its ads and promotions.
The Home Depot will be an active participant in MLB All-Star Week, including a role as an exhibiting sponsor of John Hancock All-Star FanFest, where it will fund the refurbishment of a youth baseball/softball field in the All-Star host city during each year of the agreement. The MLB Community Affairs department will select the field designated for improvement in conjunction with Boys & Girls Clubs of America, the official charity of MLB.
As part of its commitment to MLB, The Home Depot is planning a co-branded television spot with The Scotts Company that will feature Atlanta Braves pitcher John Smoltz. In addition, the company will launch an in-store initiative at all U.S. locations in early April with the distribution of the 2005 Major League Baseball Official Fan Guide. The guide includes a 2005 season preview along with schedules for all 30 MLB teams and useful consumer information about yard and garden care.
Home Depot spokesman Eric Oberman said the retailer will soon announce details of an in-store mail-in sweepstakes for the month of May. A trip for four to the 2005 MLB All-Star Game and related activities in Detroit will be dangled as the grand prize; second-tier prizes include a trip for two to a MLB game of the winner’s choice, Home Depot gift cards and branded All-Star Game T-shirts and caps.
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