FanShot

Adventures in Corporate Sponsorship

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As a Marketing/Advertising guy, I started to think about sponsorship ramifications when Joe Nathan went down with an injury. Did anyone have a significant sponsorship with Joe Nathan this season and if so... what do you do now!?! Well… I found this press release while scoping out the food selections at Target Field (don’t judge) and looks like Caribou will be the sponsor scrambling to find a backup plan. Could you imagine having a press event at Target Field on the 4th and then Nathan goes down on the 6th! What’s worse is that they are going "closer by committee" which means there isn’t a clear alternative to Nathan. Nathan saved about 40-45 games a year, so they’ll be looking for a similar number of trafficked radio spots. If I were them, I’d go for team triples. They hit 40 in 2009 and Denard led the club with 10. Triple works with coffee perfectly anyway… triple espresso! Regardless… what a headache! 03/04/2010 3:19 PM ET Minnesota Twins Announce Partnership with Caribou Coffee at Target Field The Minnesota Twins today announced a partnership with Minneapolis-based coffee company Caribou Coffee. The multi-year deal includes radio advertising voiced by Twins closing pitcher Joe Nathan, with all saves by the closer being "fueled by Caribou Coffee." The multi-year deal also includes in-stadium signage at Target Field, the new home of the Minnesota Twins, among other benefits. "The Twins are proud to partner with another great locally-based company to provide our fans with quality coffee," said Dave St. Peter, Twins president. "We are proud to be a part of the Twin Cities community and all the excitement around the new home of Twins Baseball," said Alfredo Martel, senior vice president of marketing, Caribou Coffee. "Fans will enjoy the best home town coffee in specially designed "cups of Joe" with Twins inspired Bou-isms". Fans can learn more about Target Field's concessions and dining offerings at www.TasteOfTwinsTerritory.com.