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MLB and Bayer Announce 4-Year Sponsorship Deal PDF Print E-mail
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Written by Maury Brown   
Wednesday, 09 April 2008 09:46

MLB One a Day dealMajor League Baseball Properties (MLBP) today announced a four-year sponsorship agreement to make Bayer HealthCare’s One A Day® Multivitamins the “Official Multivitamin of Major League Baseball.” This is the first national sports property sponsorship for the One A Day brand. Financial terms were not released. The two companies also announced the creation of a new program, “One A Day Men’s presents MLB Strikeout Prostate Cancer Challenge” in which they are teaming up to support the Prostate Cancer Foundation and fund research to find a cure for prostate cancer, a disease one in every six men will be diagnosed with during his lifetime.

The “One A Day Men’s presents MLB Strikeout Prostate Cancer Challenge” includes a donation by One A Day and MLBP of a total of $10 to the Prostate Cancer Foundation for every strikeout throughout the 2008 Major League Baseball regular season. Each month of the season, an update on the number of strikeouts and contribution to date will be announced through a national television and print campaign. The program will culminate during the postseason with a televised on-field ceremony announcing the strikeout and contribution totals for the season. To add to its support, One A Day has also pledged $1 million to the Prostate Cancer Foundation if any pitcher achieves 21 strikeouts in a nine-inning game to set a new MLB record. Randy Johnson in 2001 was the last pitcher to record a Major League record twenty strikeouts in a game. The One A Day line includes One A Day Men’s Health Formula and Men’s 50+ Advantage, complete with multivitamins with added lycopene and selenium to help support prostate health.

“Major League Baseball is committed to issues of health and wellness and One A Day is an ideal partner to help further our efforts,” said Tim Brosnan, Executive Vice President, Business, Major League Baseball. “Through the creation of the One A Day Men’s presents MLB Strikeout Prostate Cancer Challenge, One A Day and Major League Baseball have developed a program that will stress the importance of proper nutritional support as well as raise money to help fight this deadly disease. We are proud to welcome One A Day to the Major League Baseball family.”

“We’re thrilled to align with Major League Baseball and to create the One A Day Men’s Presents MLB Strikeout Prostate Cancer Challenge,” said Jay Kolpon, Vice President, Marketing, Bayer HealthCare. “The One A Day brand is committed to helping people achieve their health and wellness goals at all stages of their lives. To that end, we’ve created One A Day Men’s Health Formula which helps support prostate health, so partnering with MLB to help support the work of the Prostate Cancer Foundation is especially fitting.”
Chicago White Sox designated hitter, Jim Thome will be the official spokesperson for One A Day Multivitamins. During the 2007 regular season, Thome became the 23rd member of the 500 home run club and is currently 22nd all-time with 509. The 2006 AL Comeback Player of the Year Award winner was the fourth quickest player (in terms of at-bats) in Major League history to reach 500 home runs.

“It is an honor for me to serve as spokesman for One A Day Men’s presents MLB Strikeout Prostate Cancer Challenge,” said Thome, who has seen members of his own close-knit family battle prostate cancer. “Prostate cancer strikes down far too many American men each year. Together with One A Day Multivitamins and Major League Baseball, I hope this year’s challenge promotes the role of nutrition and diet in fighting cancer, the importance of early detection in combating the disease and helps raise funds – even if it takes a few strikeouts from me over the course of a season – to ultimately find a cure.”

In addition, One A Day will make significant media commitments to national Major League Baseball television rightsholders, as well as to other MLB-produced programming. One A Day will air MLB-branded commercials, as well as run vignettes produced by MLB Productions for the One A Day Men’s present MLB Strikeout Prostate Cancer Challenge. One A Day will also be a participating sponsor of DHL All-Star FanFest, which includes an attraction showcasing the One A Day and Major League Baseball prostate cancer strikeout platform. The MLB logo will be prominently featured on all One A Day Men’s Health Formula and One A Day Men’s 50+ Advantage packaging throughout the year.

Source: MLB Properties press release 


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Maury Brown

Maury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey. He is contributor to Baseball Prospectus, and is available as a freelance writer.

Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

 

 
 
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