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October 1, 2009
The ubiquitous "1-800 CALL-SAM" advertising slogan of the Southfield-based Sam Bernstein Law Firm is about to become even more a part of the Detroit pro sports-watching experience.
Southfield-based FOX Sports Detroit has constructed a high-definition, all-digital studio and the Bernstein firm has inked a naming-rights sponsorship deal to call it the "Call Sam Studio." Terms of the deal, which is for multiple years, were not released.
Fox Sports Detroit will use the facility to produce its pregame, intermission and postgame shows with hosts John Keating and Mickey York for Red Wings, Pistons and Tigers games. The studio debuts at 7:30 p.m. today for the Red Wings’ season preview show.
Having the firm name on the studio is a brand awareness boon because between the three teams there will be 300 games over a year, said attorney Mark Bernstein, whose family founded the firm in 1967.
"We became convinced that sports is a way powerful vehicle to reach this community. There are very few places in an increasingly fragmented media market to reach a lot of people at one time," he said.
Talks between the firm, which advertises on every local channel and in a variety of other mediums, began about four months ago, Bernstein said.
The firm doesn’t plan to create any sports-themed ad sports as part of the deal, but intends to shoot new creative to fill ad inventory over the coming year, he said. The firm does all of its creative in-house.
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