DHL may end its sponsorship of the Atlanta Braves following the Deutsche Post AG unit’s withdrawal from the U.S. express-delivery market.
“They have indicated a desire to terminate,” Derek Schiller, executive vice president for sales and marketing for the Braves, said in an e-mail. “We are currently evaluating their sponsorship.”
Major League Baseball will hold talks with DHL about the future of its partnership, and Cincinnati Reds executives are scheduled to meet with the company tomorrow.
“As we do with all of our partners, we stay abreast of their business situations and how it relates to our partnerships,” MLB spokesman Matt Bourne said. “We’re discussing DHL’s situation with them.”
Company and baseball officials declined to disclose terms of the agreements.
DHL has said it will continue its MLB partnerships even after it fired 14,900 workers and closed three-quarters of its outlets because it failed to compete with United Parcel Service Inc. and FedEx Corp. in the U.S. It will only focus on international deliveries in the U.S.
“We have made no changes with regard to our baseball sponsorships,” company spokesman Jonathan Baker said in an e- mail yesterday. “Given the change in strategic direction to focus on our international services in the U.S. market, we will be examining these in conversations with our partners.”
DHL in 2005 signed a three-year agreement with Major League Baseball to sponsor the sport’s monthly and annual “DHL Delivery Man” awards for relief pitchers. The company extended its partnership in March 2007 through the 2010 season and sponsors at least six clubs (Reds, Giants, Red Sox, Dodgers, Indians, Braves). DHL also sponsors the All-Star Fan Fest that includes exhibits and player autograph sessions.
Source: Bloomberg
