Brand MarketingFonzie’s Swan SongBy Adweek Staff|February 20, 2003 ShareBy Adweek Staff|February 20, 2003 ShareFormer Mets star Edgardo Alfonzo, who signed a $26 million, four-year contract to play with the San Francisco Giants, bought ad space from Medallion Taxi Media on 30 New York cabs. The taxi-top message proclaims, “Fonzie loves New York, Edgardo thanks you,” to express his appreciation to fans for their support. Pictured with the player are Mike Leible (l.), president of MTM in New York, and Chris Leible, Alfonzo’s agent(r.). The Leibles are father and son. The ads hit the street on Valentine’s Day. Adweek Adweek