Ha-Lo, Sammy: Supplier’s sports shop signs Chicago slugger.
David Brenner doesn’t know if the advertising that Ha-Lo Industries runs in Major League Baseball dugouts planted a subliminal message in Sammy Sosa’s brain. But he doesn’t really care.
All Brenner cares about is the fact that Ha-Lo Sports & Entertainment now gets to serve as marketing agent for the Chicago Cubs outfielder. Sosa slammed his way into the public consciousness in 1998 by battling eventual champion Mark McGwire for the privilege of breaking the league’s home-run record. (He eventually finished with 66, four behind McGwire.) In the process, the Dominican Republic native showed himself to be a gracious, charming personality.
“In the sports marketing industry, very infrequently do you find athletes being marketed as a brand,” says Brenner, president of Ha-Lo Sports & Entertainment. “We think this guy stands for a lot. He is a brand.”
Ha-Lo’s goal is to “develop integrated marketing programs” that boost Sosa’s image (and, naturally, his bank account) as well as those of his marketing partners, says Brenner. Efforts will include charitable activities, an area in which Sosa is already deeply involved.
Last year’s home-run derby didn’t exactly leave Sosa wanting for endorsement offers. (He’s worked with McDonald’s, Kmart, Fuji Film, EA Sports, Famous Fixins, and recently signed a deal with Fila.) But he hasn’t scored many high-profile, long-term deals.
“I don’t think we’re trying to be revolutionary in the industry,” says Brenner, who claims “a chance meeting” led to the partnership. “But we are trying to market him differently. We don’t want one-offs. We want long-term relationships.”
At press time, Sosa was ahead of McGwire in this year’s home-run race and on pace to top his ’98 output. If he breaks the new record, too, he might make Ha-Lo’s job a whole lot easier.
