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The tangled web of sports and advertising

By Darren Rovell
ESPN.com

Wednesday, May 5, 2004

If Giants slugger Barry Bonds hits a home run against the Baltimore Orioles in their mid-June matchup, he'll have to step on Spider-Man's web to round the bases. As part of a marketing alliance between Major League Baseball Properties, Columbia Pictures and Marvel Studios, webbed logos of the upcoming film "Spider-Man 2" will appear on bases and on-deck circles in 15 stadiums of teams playing host to interleague games June 11-13. The news, first reported by the Wall Street Journal in its Wed ...

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