As part of the agreement, which includes exclusive category rights, Wheaties will create a minimum of three national cereal boxes featuring MLB marks and logos during each year of the agreement.
The boxes may feature current or former players. Wheaties also will launch a Major League Baseball-themed national advertising campaign during the 2005 season, the cereal brand’s first new television advertising campaign in four years.
Said Tim Brosnan, executive vice president, business, Major League Baseball. “Major League Baseball and Wheaties are two premier brands with a rich tradition of collaboration that dates back more than 70 years, and this new partnership will engage a whole new generation of baseball fans and Wheaties consumers.”
Wheaties will make media commitments to national Major League Baseball broadcasts and “This Week in Baseball” Presented by Pepsi, produced by Emmy award-winning Major League Baseball Productions.
It will also be an exhibiting sponsor at John Hancock All-Star FanFest, the interactive baseball theme park that opens Major League Baseball All-Star Week, and it will be a title sponsor for one of the event’s major attractions.
