TACO BELL and Major League Baseball Properties Reach Three-Year Sponsorship Agreement.

Taco Bell Thinks “Outside The Bun” and Inside the Batter’s Box as the “Official Quick Service Restaurant” of Major League Baseball

IRVINE, CA (Friday, June 18, 2004) - Taco Bell and Major League Baseball Properties have reached a three-year sponsorship agreement which will make Taco Bell the “Official Quick Service Restaurant” of Major League Baseball. As part of the agreement, which begins immediately and continues through the 2006 Major League Baseball season, Taco Bell receives exclusive category rights as well as on-site signage and advertising during MLB Jewel Events, including the World Series and the All-Star Game, which is the highest rated sporting event of the summer.
“We are excited to form this new corporate partnership with Taco Bell,” said Tim Brosnan, Executive Vice President, Business, Major League Baseball. “The ‘Quick Service Restaurant’ category is important to our business, and the affiliation with an industry leader like Taco Bell enables us to increase the visibility of our game and engage fans in a variety of promotions designed to enhance the Major League Baseball experience.”
“We know Major League Baseball is a big hit with Taco Bell consumers, so it was natural for us to get into the game in a significant way,” said Debbie Myers, Vice President of Media Services, Taco Bell Corp. “With strong ratings and surging attendance, Major League Baseball Properties is a great way to reach consumers and bring our ‘Outside the Bun’ brand personality into the ballpark.”
Beginning with 2004 All-Star Week in Houston and in each subsequent year of the agreement, Taco Bell will activate its Major League Baseball sponsorship as the title sponsor of Taco Bell® All-Star Sunday and the Taco Bell? All-Star Legends and Celebrity Softball Game. Taco Bell? All-Star Sunday is a key component of MLB All-Star Week, and the Taco Bell® All-Star Legends and Celebrity Softball Game is a five inning game featuring retired Major League Baseball All-Stars and Hall of Famers along with celebrities from film, television, music and sports. Taco Bell also will be a participating sponsor in John Hancock All-Star FanFest, the interactive baseball theme park which draws approximately 100,000 fans with nearly 50 baseball-themed attractions.
The new partnership will include a variety of innovative, fan-oriented promotions during the All-Star Game and World Series. Taco Bell will also enhance its Major League Baseball sponsorship by making significant commitments to MLB national broadcasts on FOX and ESPN, “This Week in Baseball” Presented by Pepsi, and MLBP publications over the course of the partnership.

Taco Bell Corp., based in Irvine, California, is a subsidiary of Yum! Brands, Inc. and the nation’s leading Mexican-style quick service restaurant chain serving tacos, burritos, signature Quesadillas, Border Bowls®, nachos and other specialty items. Taco Bell® serves more than 35 million consumers each week in more than 6,500 restaurants in the U.S.

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