Even though Tuesday’s MLB All-Star Game in Philadelphia won’t be remembered as an artistic success between the lines, fans in Philadelphia fueled a retail victory that was nearly unprecedented.
MLB officials said merch sales at the All-Star Village fan fest surpassed the previous high from the 2022 fan fest in L.A. by a double-digit percentage. That represented a 45% increase from last year in Atlanta. Across retail channels -- online, at Citizens Bank Park and at the fan fest -- MLB’s claim is that licensed merch sales equaled the record established in 2022.
Expect those totals to be challenged, if not surpassed, around next year’s All-Star Game at Wrigley Field in Chicago.
“Business is very strong right now across categories, especially trading cards and collectibles, and Philadelphia is a city where people just turn out,” said MLB Players Inc. President Evan Kaplan, who administers that organization’s licensing business.
CBP licensed product sales were up 25% from Atlanta during ASG “Week,” while MLBShop.com sales spiked 34% from 2025 during the same time period, producing the second-highest online sales total for MLB All-Star merch since the 1998 launch of MLB e-commerce.
