Advertisers have their names on stadiums and on signage in the stadiums. Now the ads are making their way to baseball's infield. "Major League Baseball has agreed to have its bases and on-deck circles adorned with logos promoting a movie during games June 11-13 as part of the film's (SpiderMan 2) marketing campaign.
UPDATE: Adage reports that Major League Baseball Commissioner Allen H. "Bud" Selig has cancelled the on-base ads for Spiderman 2 due to a public outcry.
The deal, worth about $3.6 million to baseball, was to have a red, black and yellow Spider-Man 2 logo on first, second and third base at the 15 ballparks that would be hosting games the weekend of June 11-13.
But almost immediately after the announcement earlier this week, the plan began to fall apart. Public outrage was palpable, including an ESPN.com poll in which 79.4% of the 45,000-plus respondents blasted the plan. Columns and commentary in the media criticizing the plan also followed. And, perhaps the worst part for baseball, its premier team failed to sign on for the plan.
The New York Yankees, hosting three games that weekend at Yankee Stadium, said they would only allow the logos on the bases during pre-game and batting practice, and would remove them once the actual game began.
'Fans are uncomfortable'
"The bases were an extremely small part of this program," Bob DuPuy, MLB's chief operating officer, said. "However, we understand that a segment of our fans was uncomfortable with this particular component and we do not want to detract from the fan's experience in any way."