…Its like a college football idea in major league baseball.
When two same-sport teams are similarly situated, it seems almost natural that a rivalry would develop. The Chicago Cubs and White Sox are no exception to the rule. British Petroleum (BP) is now seeking to capitalize on that rivalry with their newly introduced Crosstown Cup.
The Cubs and White Sox have struck a three-year deal with energy brand BP to create a new Crosstown Cup for the winner of the clubs’ annual six-game interleague series. The pact, announced today at Chicago’s Millennium Park, will formalize what had already been a vigorous rivalry between the teams known as the Crosstown Series (via Sports Business Daily)
Although the financial terms weren’t disclosed, it appears as those BP will have numerous activation opportunities beyond the designation of the newly created “BP Crosstown Cup”, including various branded instant win opportunities at Chicago area BP gas stations and the chance to throw out a first pitch at a Cubs or White Sox home game.
I really like this idea. BP is doing a great job of capitalizing on the already existing rivalry, and the various promotions that are forthcoming should do nothing more but bring positive attention to the BP brand (and they’re in need of it right now…”oil spill”).
Look for the Crosstown Cup to start this season; June 11-13 at Wrigley Field and June 24-27 at U.S. Cellular Field.
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