“All-Star Sponsors Strive to Look Truly Charitable”
By KEN BELSON, July 13, 2009, New York Times, http://www.nytimes.com/2009/07/13/sports/baseball/13sponsor.html?_r=1&ref=baseball
Making money by giving it away: that is part of the plan for the largest corporate sponsors at the All-Star Game in St. Louis this year. State Farm, Bank of America, Pepsi and other sponsors have increased the money they plan to give to charities at this year’s event.
By Jeremiah McWilliams, 07/10/2009, ST. LOUIS POST-DISPATCH, http://www.stltoday.com/stltoday/business/stories.nsf/story/42A8B6404D5C8312862575EF0005A482?OpenDocument
Tuesday’s All-Star game, to be held in St. Louis for the first time since 1966, promises to be baseball’s biggest event before the playoffs. National marketers are swooping into St. Louis, eager to wring value out of their sponsorships in a hotbed of avid baseball fans.
This year’s marketing efforts might surprise those expecting a nonstop barrage of garish commercialism. Instead, the theme seems to be grassroots community service, philanthropy and corporate responsibility.