SOURCE: Bensussen Deutsch & Associates, Inc

Bensussen Deutsch & Associates, Inc

February 24, 2011 10:00 ET

BDA Signs New Deal as Preferred Premium Supplier of Major League Baseball Properties

Nation's Largest Brand Merchandise Agency™ to Continue Driving Value for Sponsors and Protecting the MLB Brand

WOODINVILLE, WA--(Marketwire - February 24, 2011) - Bensussen Deutsch & Associates, Inc. (BDA), the nation's premier Merchandise Agency and the recognized leader in sports and entertainment merchandise activation, today announced that it has signed a multi-year extension with Major League Baseball Properties to continue as the Preferred Premium Supplier of Major League Baseball (MLB). In this role, BDA serves Major League Baseball in a variety of capacities, including helping to supply and activate local and national sponsorships.

"BDA has been a tremendous partner, working closely with our team to help sponsors activate new and existing programs," said Jeremy Cohen, Vice President, Corporate Sales & Marketing, Major League Baseball. "They have a deep understanding of what national sponsors are trying to accomplish and how merchandise can be used to drive brand affinity and help maximize the return on their sponsorship investment."

From in-park gate giveaways to co-branded sales promotions at retail, BDA works in tandem with MLB Properties to maximize sponsorship activation opportunities at MLB events including the All-Star Game and all Postseason and World Series games.

"Any agency partner should multiply both your efforts and progress toward key initiatives -- BDA has done both for Major League Baseball," said Howard Smith, Senior Vice President, Licensing, Major League Baseball. "BDA has seamlessly and effectively integrated into our licensing group, and has helped drive brand affinity for our business partners."

As the Merchandise Agency™ partner for more than half of Fortune's Top 50 companies, BDA has developed industry-leading strategic and executional capabilities that meet the evolving needs of sports properties and their corporate partners. BDA will continue to apply that expertise in support of Major League Baseball's work to create value for sponsors and build world-class fan experiences.

"Major League Baseball is deeply committed to consistently delivering not just an indelible experience for its fans, but an exceptional value for its sponsors," said Jay Deutsch, CEO and co-founder of BDA. "For the partnership between the league and BDA to be an example of that commitment is an absolute privilege. We look forward to the next four years of creating fantastic work and driving unparalleled support of the league, its teams and its sponsors."

The Major League Baseball Clubs formed Major League Baseball Properties (MLBP) in 1966 as the Clubs' agent for marketing and trademark licensing and protection. Major League Baseball Properties is responsible for managing consumer licensing activities, developing national advertising campaigns, cultivating sponsorship opportunities with major consumer brands and corporations, growing the game and the business of baseball outside the United States and creating national marketing programs in conjunction with Clubs, broadcast rights holders and national sponsors. MLBP also operates a full-service video and audio production unit (Major League Baseball Productions), a publishing division and stock photo licensing agency, and manages logistics for the All-Star Game and World Series as well as all other special events. For more information on Major League Baseball, log on to

Bensussen Deutsch & Associates, Inc. (BDA), the nation's premier Merchandise Agency™, provides marketing services and customized branded merchandise to Fortune 500 enterprises, major sports leagues and global entertainment holding companies. Clients come to BDA to extend their reach through custom branded-merchandise campaigns, integrated e-commerce marketing, and sports and entertainment sponsorship activation. Global brands such as Bank of America, Dell, GlaxoSmithKline, ExxonMobil, FedEx, Ford Motor Company, GEICO and Major League Baseball are but a few of the household names that rely on BDA to bring their marketing campaigns to life through merchandise. BDA attained the coveted Customs-Trade Partnership Against Terrorism (C-TPAT) certification in 2008 highlighting the company's advanced quality assurance practices for importing products from overseas. For more information on the power of merchandise, visit

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