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Darren Rovell brings you his unique take on the business of sports: a multi-billion dollar global industry and obsession full of personalities and products. On Sports Biz, Darren will give you his up-to-date take on everything from salaries to endorsement deals to marketing and promotions, trades and tirades – in short, everything that makes sports so exciting.

Barry Bonds' Homer: Kragen Auto Parts Circles Bases Too

Published: Wednesday, 8 Aug 2007 | 10:49 AM ET

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By: Darren Rovell
Sports Business Reporter

AP
Barry Bonds record breaking shot.
Matt Murphy, who caught home run ball No. 756, wasn’t the only winner on Tuesday night, so too was Kragen Auto Parts, whose rotating sign was behind home plate when Barry Bonds hit the record-breaking shot.

Eric Wright of the sponsorship evaluation firm Joyce Julius & Associates told me this morning that he believes Kragen will receive in between $5 million and $6 million in equivalent advertising time for being associated with the moment, which will be played over and over again plenty of times over the next day.

"It's being played on national television and every local station," Wright said. "Unfortunately, they won't get much print exposure, which would have really taken it to a new level." Wright said that Kragen gets about $13,000 in equivalent advertising time for a typical half-inning of a Giants game in the middle of the week.

Kragen is a big sponsor of the San Francisco Giants, having sponsored promotions and giveaways with the team for years. The brand is owned by CSK Auto [CAO Loading... () ] , which is traded on the New York Stock Exchange.