MLB In The Pink, Extends Alliance With Victoria's Secret Eyeing Female Fans
Thursday, March 17, 2011 at 10:56PM in MLB, Pink, San Francisco Giants, Victoria's Secret, sports marketing

March 17, 2011: In an effort to reach more female consumers as the 2011 season approaches, Major League Baseball, via its Major League Baseball Properties, has expanded its exclusive alliance Victoria's Secret's Pink brand.

Financial details were not released.

Pink, which was formed in 2004, and MLB launched their partnership in 2010 with 11 teams. It was the first professional sports relationship for VS Pink. That will now expand to 23 teams, which will carry Pink's MLB collection in stadium stores as well as online. Products also are available at the Pink Web site and MLB's online store,

The collection includes T-shirts, sweats, hoodies and tanks with MLB logos specific to each team's market. The merchandise is being supporting by marketing that includes Internet such as Facebook, Twitter, and the Pink and MLB Web sites; and POP.

MLBP said it had its best year ever in merchandise sales in 2010, and that over the past two years MLB has doubled its women's apparel business "as more female fans look for new and fashionable ways to support their favorite teams."

New to the alliance are the 2010 World Series champion San Francisco Giants, Arizona Diamondbacks, Baltimore Orioles, Cleveland Indians, Colorado Rockies, Detroit Tigers, Milwaukee Brewers, Oakland Athletics, Seattle Mariners, Tampa Bay Rays, Texas Rangers and Washington Nationals.

Returning from 2010 are the Boston Red Sox, Chicago Cubs, Chicago White Sox, Los Angeles Angels of Anaheim, Los Angeles Dodgers, Minnesota Twins, New York Mets, New York Yankees, Philadelphia Phillies, San Diego Padres and St. Louis Cardinals.

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