DHL goes for home run in rivals’ back yard
If there remained any doubt about DHL’s commitment to becoming a force in the US, it disappeared last week when the German-owned package delivery company struck a deal to sponsor Major League Baseball. Attaching its name to America’s “national pastime” is the most brazen sign to date of DHL’s ambitions to challenge United Parcel Service and FedEx on their home turf. DHL, part of Deutsche Post, said it had been adopted as an official partner of baseball’s top league for the next three years, raising the profile of a company that had until recently been largely absent from the US. The sponsorship is the latest in a series of initiatives by DHL to break the dominance of UPS and FedEx, which together command nearly 80 per cent of the US market.
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