Boston Market joins Rays as on-field, on-air sponsor
It won't sell food immediately at the Trop, but its logo will be there.
By SCOTT BARANCIK
Published March 12, 2004
ST. PETERSBURG - It may not sell roast chicken at Tropicana Field or name a new dessert the "Choco Baldelli." But Boston Market has become the latest restaurant chain to sponsor the Tampa Bay Devil Rays.
Just weeks after Checkers Drive-In Restaurants of Tampa signed on with the Rays, McDonald's subsidiary Boston Market struck a three-year deal that will include television ads, ballpark signs and some tie-ins to be named later.
Boston Market vice president of operations David Thomas called the pact a good fit.
"The fan base is certainly similar to ours," he said. "Anytime you get families involved in activities, that's a fit with Boston Market."
As part of the deal, Boston Market will air nearly 100 30-second commercials during Rays television broadcasts this season. Its name will be featured at least one inning per game on four rotating signs along the first- and third-base lines.
The Rays also will include Boston Market in various in-game promotions, including dropping discount coupons from the team's blimp. At Thursday's game against the Philadelphia Phillies at Al Lang Field, Thomas threw out the ceremonial first pitch, Boston Market coupons were distributed in a raffle, and fans were told they could use their tickets this week in a 2-for-1 deal at any of the chains' 50 Tampa Bay and Orlando area locations.
Neither the Rays nor Boston Market would reveal the dollar value of the agreement.
In addition to high-profile sponsors such as Tropicana, Progress Energy and the St. Petersburg Times, the Devil Rays have a full menu of restaurant partners, including Outback Steakhouse, Hooters, Pete & Shorty's, Durango Steakhouse, Ragin' Ribs, Columbia Restaurant, Checkers and the StarShip Dining Yacht.
Boston Market won't be doing as much co-branding with the Rays as some of its peers are. Unlike Outback, for example, it won't operate a concession stand at the stadium. And unlike Checkers, it won't name a dish after the team or become the "official" anything of the Tampa Bay Devil Rays. Checkers expects to offer a "Big Ray Combo" at bay area locations and is the team's official burger.
But Rays marketing vice president John Browne said it's possible Boston Market will sell food at the park in the future. Last season, the chain catered a number of team events.
"We'll try to work on new things to make it a win-win," said Boston Market executive Thomas.
Thomas can only hope the sponsorship deal will go as well as his ceremonial first pitch. "It was definitely over the plate," he said, "waist high."
