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Canon Expands Yankees Sponsorship
By Tim Parry
PROMO Xtra, Apr 13 2004
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Canon U.S.A. has increased its sponsorship with the New York Yankees this season to include additional stadium signage, a stadium give-away and co-sponsorship of a missing-children's initiative.
Through the Yankees "Tag-A-Kid Program," wristbands are offered at Yankee Stadium customer service booths to assist security in identifying seat locations of lost children so they can be returned to their groups. Promotion of the program is being featured in the centerfield matrix, Diamond Vision and LED side scoreboards, as well as in Yankees ticket collateral.
Canon is working with the National Center for Missing & Exploited Children to collaborate the program. The two groups are in negotiation with the Yankees to sponsor a promotional day that would encourage parents to keep current digital photos of their children should they ever go missing. A date has not been set, but Canon is shooting for July, Canon spokesman Roberto E. Lebron said.
Canon's new stadium signage includes a 32" x 8" foot sign on the left field wall that the company said gives it brand presence that will reach millions of people watching the game at the stadium or on television.
Television commercials for the official printer, copier, and SLR Camera of the New York Yankees will also be featured as part of pre-game Diamond Vision broadcasts.
Canon also continues to sponsor signage behind home plate during the top of the sixth inning, and concourse dioramas featuring Canon advertising is displayed on the field level concourse.
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