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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 so-called MLB Jewel Events, including the World Series and the All-Star Game.
"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 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.
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 also will be a participating sponsor in the John Hancock All-Star FanFest, the interactive baseball theme park which draws approximately 100,000 fans with nearly 50 baseball-themed attractions.