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The New Mandatory: Integrating Sponsors Into the Game

Kumar posted 4/29/2008 from bizofbaseball.com

Oh thank heaven for 7-Eleven! In October 2006, when the c-store retailer announced a new, 3-year sponsorship with the Chicago White Sox, sports sponsors began singing 7-Eleven’s familiar slogan…and for good reason. By integrating its name into the very fabric of the game of baseball (by changing the White Sox’s night game start times to 7:11pm), 7-Eleven changed ...