The theme for next week's MLB All-Star Game, community service, has "struck a chord with advertisers, who bought out all of the game's 73-unit ad inventory" on Fox about "two weeks ahead of last year," according to Theresa Howard of USA TODAY. The in-game ads, being sold at "prices up by single-digit percentages" from last season's game, sold out even before President Obama announced he would appear at the game. However, Obama's presence has "helped Fox get a 30% premium on its unsold pregame ad slots." Obama will throw out the ceremonial first pitch at Busch Stadium and also will "appear during pregame coverage in a seven-minute video on community service that also features" all four of the living former presidents. Fox Exec VP/Sports Sales Neil Mulcahy said Obama is "going to have a great effect on the ratings of the game to have more people stay to watch." MLB President & COO Bob DuPuy: "Given what's happened this year and given the mood of the country, hopefully he will play some small part in boosting morale." Howard reports MLB sponsor PepsiCo will be the All-Star Game's "biggest advertiser" with three ads for its Pepsi brand and three for Gatorade. Anheuser-Busch also will air three spots, while the Clydesdale horses and beer wagon will "do a lap around the field during the pregame." Holiday Inn during Fox' broadcast will run a new ad to "introduce its new logo, signs and rooms," while Chevrolet will "spotlight its redone 2010 Equinox in ads and on signs behind home plate and displays in the stadium" ( USA TODAY, 7/7 ).
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