ESPN to Launch Global Marketing Effort for 2009 World Baseball Classic
Cantu, Jeter, Rodriguez and Suzuki Featured in Multimedia Campaign
ESPN will launch a global promo campaign in support of the World Baseball Classic beginning Saturday, Feb. 14. Tagged, “National pastime. International stars”, the multimedia rollout will feature some of baseball’s top names – Jorge Cantu, Derek Jeter, Alex Rodriguez and Ichiro Suzuki – paying homage to their heritage and the pride it instills in them as they prepare to participate in the global baseball tournament. ESPN and ESPN2 will televise 23 games of the 2009 World Baseball Classic beginning March 5 with all games in high definition and simulcast via ESPN360.com and ESPN Mobile TV. Additionally, ESPN Deportes will televise all 39 games with ESPN International distributing up to 39 games.
Produced by ESPN and its agency DCode, the campaign will feature national cable television spots, print ads (http://espnmediasource.com/rs/?c=657&k=4f4a42f237) in English and Spanish (rolling out February 23), and online support. Local sports radio and out-of-home executions such as billboards will be targeted in Los Angeles, Miami and New York, with New York’s subways getting extra attention. Street teams will be deployed in the three cities to distribute branded items such as posters, pocket schedules and snacks in sports bars and high traffic venues. ESPN Deportes and ESPN International also will use various elements of the creative.
“The World Baseball Classic is a significant global event,” said Seth Ader, ESPN senior director, marketing. “Baseball’s biggest stars told us that despite incredible career journeys and accolades the chance to represent their countries was simply too important to pass up; and the opportunity to deliver a WBC championship for their people was the greatest motivator of all.”
The two :30 TV spots will feature some Spanish and Japanese dialogue subtitled in English to emphasize the global nature of the event and connect players with the fans who share their ethnic ties. No matter the teams they have played for, the accolades they’ve collected or the excuses they could find not to play, each athlete lists his reasons why he will be playing in the World Baseball Classic:
Cantu (Mexico): I’m not just playing for my sport. I’m playing for la raza (the people).
Jeter (United States): There’s one title we still haven’t won. The one for our country.
Rodriguez (Dominican Republic): I’m playing for my country. I’m playing for quisqueya la bella (the Beautiful Quisqueya).
Suzuki (Japan): Japan is the reigning world champion. My job is to defend that title.
For more images and more information, visit espnmediazone.com.
World Baseball Classic on ESPN
ESPN’s 2009 World Baseball Classic coverage – the marquee package of games including the semifinals and final – will include content across ESPN, ESPN HD, ESPN2, ESPN2 HD, ESPN Deportes, ESPN International, ESPNEWS, ESPNEWS HD, ESPN Radio, ESPN Deportes Radio, ESPN.com, ESPN360.com, ESPN Mobile Properties and more. ESPN and ESPN2 will combine to televise 23 games beginning March 5. All ESPN and ESPN2 telecasts will be simulcast via ESPN360.com and ESPN Mobile TV. ESPN Deportes, ESPN’s Spanish-language network in the U.S., will televise all 39 games, while ESPN International will distribute up to 39 games.