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08/15/2007 8:03 PM ET
Dodger Sponsorship Partners celebrate 10th Annual Viva Los Dodgers Festival
Record number of sponsors align their brand with the cultural event
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LOS ANGELES -- The Los Angeles Dodgers will partner with several long-time and new sponsors to celebrate the 10th annual Viva Los Dodgers festival this Saturday, Aug. 18. This year's festival will include live music, entertainment and activities for the entire family with the support of a record number of close to 40 sponsors. Coca-Cola and Toyota hold the title sponsorship of Viva Los Dodgers this year while TimeWarner Cable is the official media sponsor. Since its inception, Viva Los Dodgers has grown event attendance 20 times compared to the first celebration 10 years ago.
Sponsors who have contributed to the exponential growth of Viva Los Dodgers since its first run 10 years ago include partners Anheuser Busch, Coca-Cola, Farmer John, Kragen, Sparkletts and Toyota.This year, title sponsor Coca-Cola will bring Lucha Libre Star Blue Demon Jr. to Viva los Dodgers for an autograph signing, meet and greet with fans and to throw out the ceremonial first pitch prior to Saturday's game. The Viva Los Dodgers sponsor will also provide sampling of Coca-Cola brand beverages at the Coke Zero Chill Cool Zone. Toyota, a title sponsor from the start, will exhibit the 2008 Toyota Tundra and have a significant branding presence at the event.
"Viva Los Dodgers could not have reached its current level of success without the support of our sponsors," said Dodger Chief Operating Officer Marty Greenspun. "Each brand has collaborated with the Dodgers to provide an atmosphere of family fun that celebrates Hispanic heritage in Los Angeles."
Other long-time sponsors of Viva Los Dodgers include the Auto Club of Southern California, Cacique, Carl's Jr., Las Palmas, Mastercard, 76 and US Bank. Sponsors who will join in celebrating Viva Los Dodgers for the first time are AeroMexico, Alaska Airlines, Boost Mobile, California Lottery, FSN Primeticket, Houston's, KCAL 9, McDonalds, State Farm and Telemundo. Last year, ampm, Macy's and Staples got involved and will also have a presence at this year's festival. Viva Los Dodgers sponsor McDonald's will provide a large interactive sports area for fans while US Bank will be giving away trips to Mexico in conjunction with sponsor Alaska Airlines.
Viva Los Dodgers continues to hold the largest sponsorship commitment for the Dodgers in both the general and Hispanic markets and is the largest event the Dodgers organize for their fans. The first Viva Los Dodgers festival brought in about 500 attendees. Ten years later, the event is expected to bring in 20 times that number with more than 10,000 in attendance.
There will be special appearances and autograph sessions by the performers, current and former Dodger players and Dodgers Spanish-language broadcasters Jaime Jarrín, Pepe Yñiguez and Dodger legend Fernando Valenzuela. In addition, for the first time, Spanish language radio personality and one of the most influential broadcasters in Spanish language radio, Piolín, from La Nueva 101.9's "Piolín por la Mañana," will make a special appearance.
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