Sponsors are finalizing activation plans behind their MLB rights for next week’s All-Star Game in Atlanta. This is the Midsummer Classic, which was unceremoniously moved out of the “The ATL” and into Denver four years ago over Georgia’s controversial voting-rights law.
With attendance up slightly and national TV numbers up across all rightsholders, Deputy Commissioner/Business and Media Noah Garden is heading into the mythical halfway point of the season feeling sanguine, even with replacing ESPN’s media rights deal in the offing (or maybe even renewing?) and a CBA expiring at the end of 2026.
“The commissioner’s rule changes have helped pushed business metrics to new levels and we’re making headway in terms of other key ones like the average age of our ticket buyers (decreasing),” he said.
MLB corporate patrons expected to break TV advertising include Corona, T-Mobile, Geico, Sage and Google Cloud.
Pink pony club
Having been declared “America’s Best Mobile Network” last month by Ookla, an independent “connectivity intelligence” provider, T-Mobile will continue to hammer home that claim -- along with supporting messages touting 5G and “membership advantages.” A new spot also will include MLB talent. The carrier, in its ninth year sponsoring the Home Run Derby, will also bring the “Club Magenta” hospitality area for its customers within The Battery mixed-use development.
That activation will once again feature quick-entry, facial-recognition entrances to Truist Park, while the brand also will stage various appearances and giveaways at its 20+ retail locations around Atlanta (with support from CAA Consulting).
Beer here
A-B InBev’s Budweiser brand will be reprising its “Hit the Buds” promotion, which offers sweeps winners a “season’s worth of beer” (the brewer defines that as two 24-packs of Bud per month over seven months) each time a home run hits its outfield signage. As always, Bud’s Clydesdales will be orchestrating beer deliveries and photo ops (stabled near the convention center in downtown Atlanta, which is housing the Fan Fest).
Fellow MLB beer sponsor Corona will be activating in and around Truist Park’s third-base gate, sampling its Sunbrew “citrus cerveza.”
Staying cool
Along with its name on the MLB Fan Fest, Capital One will back the distribution of branded “cooling towels” to all fans on game night.
For those seeking additional relief from the Atlanta heat, Primo Brands is offering its Deer Park brand of spring water in 25-ounce ASG aluminum bottles, designed by local artist George F. Baker. Merch using those same graphics is tied to Deer Park’s frequency loyalty program. Primo Brands also will again sponsor the Red Carpet Show prior to the ASG.
Credit check
All-Star Game presenting sponsor Mastercard is flexing its culinary muscles, also backing an All-Star Restaurant Week that starts tonight and runs through July 15. More than 40 eateries are participating and offering baseball-themed menu items. A sweepstakes overlay enters diners paying with Mastercard into a sweepstakes to win tickets or merch. Other Mastercard activations include a Food Truck Row at the Capital One-entitled “All-Star Village” from local small businesses.
For the 16th consecutive ASG, Mastercard is sponsoring the poignant “Stand Up to Cancer” moment, via an integration with Fox Sports.
Getting in on the action
Second-year MLB sponsor N.Y. Life is activating at the Fan Fest with appearances at its activation with trading-card premiums, trivia gems offering gift card prizes and appearances by mascots and former players. The insurer will also extend its “First Game” program by taking 40 kids from local Boys & Girls Clubs to their first game.
Booking.com will be filming rivalry-focused content with fans in attendance for digital/social distribution. There will also be an in-venue filter for fans to interact with featuring vacation/accommodation themed topics.
For those looking to fend off UVs, first-year MLB sponsor Banana Boat will be sampling. The Farmer’s Dog, MLB’s “official pet food and pet treat,” is tying with local animal rescue organizations and bringing puppies to Truist Park. Mattress Firm, MLB’s “Official Sleep Partner,” will be staging a bed-making contest, which many parents may wish to steer their offspring toward.
License to drive the ball
On the consumer products side, Fanatics’ 8,000-square-foot MLB Shop at the Fan Fest will have store-within-stores from larger licensees, including Mitchell & Ness, Nike, New Era, and ‘47 Brand.
While All-Star caps and jerseys are always the leading products, accounting for 50%-60% of sales, collaborations will be garnering attention. Usher, who attended high school in Atlanta, has an All-Star collection with New Era that includes three caps and a jacket ($199.99) There will be also a New Era collab with former-Brave-turned-artist Micah Johnson.
Homage has collab products carrying MLB indicia with hip-hop legends Outkast and Atlanta-based Waffle House, a Southern institution.
“With all the localized collabs, we’re bullish on sales,” said Luke Fraser, Fanatics’ SVP/retail merchandising.
In a bow to the dates for the Derby and ASG (7/14 and 7/15), NL players will wear Derby jerseys with No. 44 (Hank Aaron’s number) on the back, while AL players will wear No. 3 (for Babe Ruth). Jerseys for top Braves’ players, along with premier players on premier teams, will also have home and away jerseys available for sale with ASG patches for the first time, Fraser said.
