With Bonds on the shelf, Giants rethink marketing

03/24/2005 | Advertising Age (tiered subscription model)

The marketing push for the San Francisco Giants' 2005 season ties the team's fortunes to Barry Bonds' unstoppable home run swing. But with Bonds injured and mired in controversy over his alleged use of steroids, he could miss most or all of the 2005 season, prompting one sports marketing expert to note that the Giants' Bonds-centered TV and radio campaign is starting to look "a little bit embarrassing."

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