03/31/2005 11:00 AM ET
DHL named exclusive express delivery and logistics provider for Major League Baseball, MLB Advanced Media
Major League Baseball, DHL deliver new corporate sponsorship agreement; Introduce "DHL presents the Major League Baseball Delivery Man of the Month/Year Award"
DHL press conference: 350K
Major League Baseball (MLB) and Major League Baseball Advanced Media (MLBAM) today announced a three-year sponsorship agreement with DHL, the world's leading express delivery and logistics company, that names DHL the "Official Express Delivery and Logistics Provider" of both organizations. Executives from Major League Baseball, Major League Baseball Advanced Media and DHL made the announcement today during a press conference at MLB headquarters in New York City.
The agreement represents a multi-faceted program including exclusive shipping arrangements, two new Major League Baseball sanctioned awards ("DHL Presents the Major League Baseball Delivery Man of the Month Award," "DHL Presents the Major League Baseball Delivery Man of the Year Award") and a comprehensive Major League Baseball-themed advertising campaign. The agreement provides DHL with off line and online marketing rights and represents a significant commitment from Major League Baseball as a DHL customer.
"This agreement further establishes DHL as a premier brand in the United States," said John Pearson, Executive Vice President, Commercial, for DHL Express. "We are pleased to have Major League Baseball as a customer and business partner. MLB ensures us a national platform covering 100 percent of our target markets with tremendous leverage for our field sales organization and employees, and an opportunity to integrate DHL services into the overall brand experience."
"We are proud to welcome DHL to the Major League Baseball family of corporate partners," said Tim Brosnan, Executive Vice President, Business, Major League Baseball. "DHL has already shown that it intends to market this partnership aggressively with extensive advertising and season-long promotional campaigns focused on the game. We are excited about the possibilities presented through this relationship and look forward to working with DHL to make these new awards significant and prestigious honors for our players."
"We're excited to partner with such a well-respected brand and service provider as DHL," said Betsy McCeney, Senior Director of Sponsorship for MLBAM. "As the exclusive Official Delivery and Logistics Provider for the MLB.com Shop, DHL's reliable service will enhance our customers' experience and ensure that millions of fans will receive their MLB merchandise and memorabilia in a secure and timely manner."
DHL Exclusive Services
As part of the agreement, DHL will provide MLB and MLB.com with a variety of air and ground express and logistics services including: shipment of all retail purchases from The Shop section at MLB.com and all 30 MLB Club online retail stores, as well as providing all shipping services from the Major League Baseball central offices and MLB Advanced Media in New York City. DHL also will provide special shipping centers on-site at all Major League Baseball All-Star Week events as well as other major off-site events and meetings.
New Major League Baseball Sanctioned Awards
To celebrate this new agreement, Major League Baseball has authorized the creation of two new awards, "DHL Presents the Major League Baseball Delivery Man of the Month Award" and "DHL Presents the Major League Baseball Delivery Man of the Year Award."
The inaugural "DHL Presents the Major League Baseball Delivery Man of the Month Award" will begin with the 2005 season and will recognize the most outstanding relief pitcher during each month of the regular season. The award will be supported by monthly advertisements in USA Today.
At the conclusion of the season, Major League Baseball fans will have the opportunity to determine which relief pitcher had the best overall season through the "DHL Presents the Major League Baseball Delivery Man of the Year Award." A Major League Baseball blue ribbon panel will select the finalists, and fans will be able to vote online at MLB.com to select the winner of this new MLB award. The "DHL Presents the Major League Baseball Delivery Man of the Year Award" will be presented during the Major League Baseball postseason.
Dennis Eckersley, one of the most dominant closers in MLB history and a member of the National Baseball Hall of Fame, will serve as DHL's expert commentator for the award announcements. In this role, Eckersley will provide his insights on the winning "Delivery Man" performances to various DHL audiences and venues.
Major League Baseball-themed Advertising
In keeping with DHL's strategy to support major sports marketing sponsorships with targeted television and print advertising, the company will launch a series of new Major League Baseball-themed advertisements starting in April.
In "Hall of Fame," Johnny Damon from the World Series Champion Boston Red Sox is featured in creative that highlights DHL's commitment to deliver "everything Major League Baseball" to the National Baseball Hall of Fame. In "No Crying," two DHL couriers are at Dodger Stadium picking up equipment when one courier gets hit by a fly ball and tries to hold back tears. The punch line in "No Crying" plays off a famous line from the movie A League of Their Own.
The advertisements will appear during Major League Baseball telecasts on MLB national broadcast partners, on This Week in Baseball Presented by Pepsi and online at MLB.com. Print elements of the campaign will appear in MLB jewel event programs.
"We are pleased to be so deeply affiliated with the National Pastime through these new agreements," said Karen M. Jones, DHL Vice President of Brand, Advertising and Promotions. "This partnership provides us a highly visible opportunity to showcase our responsive and personable shipping experience, and to deepen the understanding of our brand with Major League Baseball fans."
DHL Delivers Baseball to Kids
In addition to its business and marketing sponsorship with Major League Baseball, DHL has agreed to refurbish youth baseball fields as part of the Reviving Baseball in Inner Cities (RBI) program through the DHL employee volunteer program. Further details about this project will be announced at a later date.
With annual revenues over $32 billion in 2004, DHL is the global market leader of the international express and logistics industry, specializing in providing innovative and customized solutions from a single source.
DHL offers expertise in express, air and ocean freight, overland transport and logistics solutions, combined with worldwide coverage and an in-depth understanding of local markets. Over 160,000 employees are dedicated to providing fast and reliable services that exceed customers' expectations. Founded in San Francisco in 1969, DHL's international network links more than 220 countries and territories worldwide. For more information on DHL, please visit www.dhl.com.
About Major League Baseball Properties
The Major League Baseball Clubs formed Major League Baseball Properties (MLBP) in 1966 as the Club's agent for marketing and trademark licensing and protection. Major League Baseball Properties is responsible for managing consumer licensing activities, developing national advertising campaigns, cultivating sponsorship opportunities with major consumer brands and corporations, growing the game and the business of baseball outside the United States and creating national marketing programs in conjunction with Clubs, broadcast rightsholders and national sponsors. MLBP also operates a full-service video and audio production unit (Major League Baseball Productions), a publishing division and stock photo licensing agency, and manages logistics for the All-Star Game and World Series as well as all other special events. For more information on Major League Baseball, log on to www.MLB.com.
About MLB Advanced Media, LP
Established in June 2000 following a unanimous vote by the 30 Major League Baseball club owners to centralize all of Baseball's Internet operations, MLB Advanced Media LP (MLBAM) is the interactive media and internet company of Major League Baseball. MLBAM manages the official league site, www.MLB.com, and each of the 30 individual Club sites to create the most comprehensive Major League Baseball resource on the Internet. MLB.com offers fans the most complete baseball information on the web, including up-to-date statistics, game summaries, extensive historical information, and exclusive features about Major League Baseball events and programs, including on-line ticket sales, baseball merchandise, authenticated memorabilia and collectibles, fantasy games, live and archived radio broadcasts of every game, live and archived video webcasts of entire games, pitch-by-pitch enactment of games, and hosted post-game video highlight shows.