Baseball scraps plan to promote Spider-Man

Just like that Friday, Major League Baseball reversed its decision to put "'Spider-Man 2" ads on bases for all games in the majors during three-game weekend series next month. <br/><br/>"Good," said

Friday, May 7th 2004, 5:54 am

By: News On 6

Just like that Friday, Major League Baseball reversed its decision to put "'Spider-Man 2" ads on bases for all games in the majors during three-game weekend series next month.

"Good," said 41-year-old pitcher Terry Mulholland, the longest tenured big-leaguer in the Minnesota Twins' clubhouse. "What's next, Chico's Bail Bonds?"

That was the kind of outcry from fans and media that prompted baseball to eliminate that intrusive part of its $3.6 million marketing deal with Sony Inc., the parent company of the studio that produced the movie sequel.

"Part of the marketing of the game has been the tradition, old school, reverence for the past," Mulholland said. "But as long as you slap General Mills or Budweiser or whatever on that tradition, it takes a little bit of the shine off of it, I think.

"The argument is always going to be the players' salaries are out of control and this is an evil necessity and things like that. But you'd think there are a few things left that are sacred."

"It isn't worth, frankly, having a debate about," Commissioner Bud Selig told the Associated Press.

"I'm a traditionalist," he said. "The problem in sports marketing, particularly in baseball, is you're always walking a very sensitive line. Nobody loves tradition and history as much as I do."

"The bases were an extremely small part of this program," said Bob DuPuy, baseball's chief operating officer. "However, we understand that a segment of our fans was uncomfortable with this particular component, and we do not want to detract from the fan's experience in any way."

"I didn't think it was a big deal," said Twins center fielder Torii Hunter, who was portrayed by ESPN as Spider-Man for a feature in 2002 and who said he would have participated in this promotion if asked. "It's fun for the kids. They should have kept it in there. Baseball is a kids sports and Spider-Man's for kids."

A common fear about ads on the bases was that it would lead to even more intrusive promotions later.

"It seems like there might be a line that's being crossed there," Twins pitcher Kyle Lohse said. "It's part of the field. On the fences is one thing, but on the actual bases, it seems like something is wrong with that."

Said Hunter: "It can open doors for a few other things, other promotions. But at the same time, we're entertainers. This is America's game. People want to be part of it. There shouldn't be a controversy. I think it's cool. It's fun for the kids."