The Unusual Marketing Partnership Between MLB and Columbia Pictures

In 2004, Major League Baseball announced an unusual marketing partnership between the league and Columbia Pictures. The plan was to place a six inch by six inch Spider-Man logo on first, second and third base for one weekend of interleague play in June. A poll with nearly 45,000 respondents found that 79.4% of fans disapproved of the partnership suggesting that the league was selling out. One day after announcing the partnership, MLB backtracked on the decision canceling plans to put advertisements on the bases.