MLBP Partners With Clear Channel, Finish Line For 2004 'Access to the Show' Season
MAY 24, 2004 -- Major League Baseball Properties formed separate partnerships with Clear Channel Entertainment Properties and The Finish Line to launch the second season of the MLB Authentic Collection integrated marketing program "Access To The Show."
The partnerships will make MLBP an "Exclusive Category Sponsor" of the Projekt Revolution Tour 2004, Bonnaroo Festival 2004 and 25 additional Clear Channel Entertainment "Summer of Live" concerts, and will include a national retail partnership with Finish Line in support of the program.
"Access To The Show" is designed to showcase the MLB Authentic Collection line of apparel, which includes the exclusive jerseys, headwear and outerwear that are identical to what is worn by players on all 30 clubs, on-site at the concert events and at retail. As part of the partnership, MLBP will receive exclusive branding rights for the MLB Authentic Collection at the Projekt Revolution Tour 2004, Bonnaroo Festival 2004, and select "Summer of Live" concerts. Major League Baseball Properties and "Access To The Show" also will be included in all tour advertising and marketing materials.
"Access To The Show" includes the MLB Road Show traveling Major League Baseball experience, which will be on site at each of the concert tours. The MLB Road Show, which is designed with special "Access To The Show" decor, includes pitching and batting cages and video game kiosks featuring MVP Baseball from EA Sports. It will also include Internet kiosks where concert-goers can purchase MLB-licensed products directly from the Shop section of MLB.com. As part of the "Access To The Show" program, the MLB Road Show has been completely redesigned to speak specifically to the concert audience at each of the participating tours.
"Access To The Show" also will include a national retail partnership with Finish Line, which will serve as the official retail destination for the program and will offer concert-goers special promotions. Finish Line will support "Access To The Show" with extensive floor space and in-store entrance signage dedicated to the MLB Authentic Collection, along with exclusive sweepstakes and radio promotions tied into the Projekt Revolution Tour.
As part of the partnership with Clear Channel, MLBP has been granted rights to exploit several retail opportunities. On the Projekt Revolution Tour, MLB Authentic Collection merchandise will be available at concert merchandise kiosks and the MLB Road Show will be accompanied by the NERV, a 39-foot mobile merchandising unit owned and operated by the New Era Cap Co., the exclusive supplier of the MLB Authentic Collection Headwear.
MLBP and with Clear Channel Entertainment partnered for the first time in 2003 when the inaugural "Access To The Show" program went on the road with Lollapalooza 2003, Ozzfest 2003 and "Summer of Live" 2003.
"We are very excited to partner with Clear Channel Entertainment Properties and Finish Line to market the MLB Authentic Collection line of apparel to audiences at these highly-anticipated concert events through the "Access To The Show" program," said Howard Smith, SVP/licensing, MLBP. "This program gives us a unique opportunity to reach fashion conscious music fans in their environment and introduce them to the appeal of the MLB Authentic Collection as a line of fashionable sportswear."
"The "Access to the Show" program provides Finish Line with an excellent opportunity to interact with our core consumers where they are hanging out this summer," says Kevin Flynn, Finish Line's SVP/marketing. "At the same time, we are able to strengthen an already successful partnership with Major League Baseball Properties."