Bayer Renews PBA Deal

The Professional Bowlers Association and Bayer Consumer Care have renewed their sponsorship, making One A Day Men’s 50+ the official multivitamin of the 2010 Lumber Liquidators PBA Tour in addition to the already established partnership with Bayer Aspirin as the official pain reliever of the Tour.

The agreement includes title sponsorship of the One A Day Dick Weber Open Jan. 26-31 in Fountain Valley, Calif., plus a package of commercial spots, signage, banner advertising on PBA.com, ESPN Classic re-airs and other promotional opportunities throughout 2010.

The agreement also includes sponsorship of the on-air fan player question feature during ESPN telecasts which will be called “More of What Matters to You” presented by One A Day.

“Not only are we excited to continue Bayer Aspirin’s relationship with the Professional Bowlers Association as the official pain reliever but also the opportunity to add One A Day Men’s 50+ as PBA’s official multivitamin,” said Bayer HealthCare Vice President of Marketing and New Business Barton Warner. “We want to take advantage of this opportunity to expand our relationship with the PBA given the value of how effective the organization has been in connecting with its fan base over the years.”

One A Day Men’s will also sponsor three bowlers—reigning PBA Player of the Year Wes Malott, two-handed star Jason Belmonte and reigning U.S. Open Champion and recent Pepsi Red, White and Blue Open winner Mike Scroggins. The competitors will wear the One A Day logo on their shirt backs and right sleeves and throw specially-made spare balls emblazoned with the One A Day logo.

“We are very excited to join with Bayer in expanding our partnership to include the One A Day brand,” said PBA Commissioner and CEO Fred Schreyer. “This is an example of how PBA strives to bring the best possible marketing value to its sponsors.”