DETROIT -- To understand why some 100 companies paid between $15,000 and $250,000 to advertise this season in Comerica Park, consider what Logan Berns did with the rally towel he got at a first-round playoff game between the Tigers and Yankees.
"I've framed my towel. It's in my bedroom next to a signed poster of Steve Yzerman," said the 17-year-old Troy resident.
Businesses that paid to have their logos on the rally towel -- given out to thousands of fans at the postseason games at Comerica Park -- would call that a home run. Companies love being associated with an item that represents such a huge bonding moment between the Tigers and their fans, who also happen to be potential customers.
And that's why so many more businesses want to advertise in Comerica next season, says Steve Harms, vice president of corporate sales for the Tigers.
"We think sales are going to be robust," Harms said recently. "Early indications are that many companies want to renew and we are certainly getting a great deal more interest compared to previous seasons."
More than half of the Tigers' advertising contracts, which can run up to three years, are up for renewal next year, he said.
Given this year's Tigers success and the big increase in game attendance over last year, in most cases it will cost more to advertise in Comerica next season, but Harms declined to be specific.
Comerica Park advertisers must sign on for the entire regular season. If the team reaches the playoff, that's a bonus; there's no extra cost.
The World Series has provided a rare glimpse of the sometimes delicate and always money-focused relationship between the teams, Major League Baseball and their advertisers.
Just before the World Series started last Saturday in Detroit, Tigers officials announced there would be no rally towels at the first two games, at least, because of rules that give the MLB control of all World Series advertising.
The fans, who had grown to love the towels as cheap but effective cheering aids, were not happy.
The next day, the Tigers reversed themselves and said the rally towels would return.
The issue was the logos: The original towels had the logos of Metro Detroit sponsors, not those of the national sponsors of Major League Baseball. Once the Tigers and MLB agreed to new towels with the logos of national sponsor such as XM Radio, the towels were back in play.
The MLB has crowded out some other local Comerica Park advertisers for the World Series.
It took over the signs behind first and third base, and also controls the advertising on the sign behind home plate.
In the ballpark, the home plate sign appears blank.
But on TV, fans see digitized ads of FOX TV shows and national MLB sponsors.
Ads in ballparks have occasionally run afoul of purists. Two years ago, fan and commentator outcry forced the MLB to reverse its decision to allow an ad for the "Spider-Man 2" movie to be placed on all bases except home plate during games played June 11-13.
The MLB hasn't tried to place ads between the white lines since.
You can reach Louis Aguilar at (313) 222-2760 or laguilar@ detnews.com.
Copyright 2007 The Detroit News. All rights reserved.
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