Who's on First? Why, it's Spider-Man!

NEW YORK (AP) — Spider-Man is coming to a base near you.
In the latest example of a sponsor’s stamp on the sports world, ads for the movie Spider-Man 2 will be placed atop bases at 15 major league ball parks during games from June 11-13.
The promotion, announced Wednesday, is part of baseball’s pitch to appeal to younger fans — and make money along the way.
“This was a unique chance to combine what is a sort of a universally popular character and our broad fan base, including the youth market we’re trying to reach out to,” said Bob DuPuy, baseball’s chief operating officer. “It doesn’t impact the play or performance of the game.”
While commemorative logos have been on bases for special events such as the all-star game or World Series, the Hall of Fame knew of no other commercial ads on bases, spokesman Jeff Idelson said.
Nowadays, ads can show up just about anywhere in sports.
Telecasts of major league and college football games, for example, include virtual ads visible just to TV viewers. College football bowl games are named for advertisers. Boxers’ backs bear stencilled ads. Just last week, a court ruled that Kentucky Derby jockeys could wear sponsors’ patches on their uniforms.
“I guess it’s inevitable, but it’s sad,” said Fay Vincent, a former baseball commissioner and former president of Columbia Pictures, which is releasing Spider-Man 2.
“I’m old-fashioned. I’m a romanticist. I think the bases should be protected from this. I feel the same way I do when I see jockeys wears ads: Maybe this is progress, but there’s something in me that regrets it very much,” he added.
The movie promotion has been in the works for more than a year and will include ad buys and ball park events, such as giving masks to fans, said Jacqueline Parkes, baseball’s senior vice-president for marketing and advertising.
The ads, about 10-by-10-centimetres with a red background and yellow webbing, won’t appear on home plate.
Spider-Man 2 opens June 30, and the weekend in early June was picked because it is during interleague play, which draws higher attendance than usual.
“We need to reach out to a younger demographic to bring them to the ballpark,” Parkes said. “They are looking for non-traditional breakthrough ways to convey Spider-Man messaging . . . It’s the future of how we generate excitement inside the stadium and about the game itself.”
Baseball will receive about $3.6 million US in a deal negotiated by Major League Baseball Properties with Marvel Studios and Columbia Pictures, a division of Sony Inc., a high-ranking baseball executive said on condition of anonymity.
The New York Yankees and Boston Red Sox will get more than $100,000 each, one team executive said, also on condition of anonymity. Most of the other 13 teams playing at home that weekend will get about $50,000 apiece, the team executive said.
Parkes said the amount a team receives depends on the level of its participation. Geoffrey Ammer, president of marketing for the Columbia TriStar Motion Picture Group, was not immediately available for comment, spokesman Steve Elzer said.
Ralph Nader, a presidential candidate and consumer advocate, criticized the deal. He wrote Tuesday to baseball commissioner Bud Selig, denouncing the decision to have ads on uniforms during the season-opening series in March between the Yankees and Tampa Bay Devil Rays in Tokyo.
“It’s gotten beyond grotesque,” Nader said. “The fans have to revolt here. Otherwise, they’ll be looking at advertisements between advertisements.”
Gary Ruskin, executive director of Commercial Alert, called for baseball fans to boycott Sony products. Nader is the chair of the organization’s advisory board.
In separate promotions, the bases also will feature pink ribbons Sunday as part of a Mother’s Day promotion to raise breast-cancer awareness, and they will have blue ribbons on Father’s Day, June 20, to raise prostate-cancer awareness.
John Hirschbeck, head of the World Umpires Association, said the ads won’t make it harder for umpires to make calls at the bases. And it wouldn’t bother him if umpires’ uniforms had ads — as long as they share the profit.
“We’ve got it on jockeys’ pants. Why not?” he said.