SBJ Marketing: MLB sponsors prepping for All-Star Game activations

“Baseball has the largest library of law and love and custom and ritual, and therefore, in a nation that fundamentally believes it is a nation under law, baseball is America’s most privileged version of the level field.” — Former MLB Commissioner Bart Giamatti

MLB’s corporate sponsors are finalizing plans for activation around next Tuesday’s All-Star Game in Philadelphia. CMO Uzma Rawn Dowler noted MLB has “lots of buy-in from partners wanting association and support of America 250.”

T-Mobile faces the first season integrating its ABS “robo ump” system into an MLB jewel event — the All-Star Game. After years of testing, ABS has played to good reviews, both technically and as a branding device.

“It’s surpassed our highest expectations,” said Mike Gendreau, director of sports sponsorships at T-Mobile. “We knew the technology was ready for prime time, but most intriguing to us has been the fan response — and how quickly and easily fans have adjusted to this being part of the game. We love how natural it feels.”

There aren’t balls and strikes to be arbitrated in the Home Run Derby that T-Mobile has title-sponsored since 2016. T-Mo is breaking in an ad, along with a patriotic in-stadium moment commemorating America’s 250th and MLB’s place therein, and it will again leverage with player appearances and swag offerings at its “Club Magenta” customer hospitality near Citizens Bank Park. It also will be presenting sponsor of the Fan Zone activation area near the ballpark.

New sponsor Pepsi will be extending its “Baja Blast” promotion into Monday’s Home Run Derby, in which any dinger over 420 feet unlocks a free Mountain Dew at retail. Pepsi will do exit sampling as well.

Unilever’s Nutrafol, MLB’s “official hair growth” sponsor, is also leveraging the Derby. A consumer insight indicated that 90% of men have donned a hat to hide their hair deficiencies, so accordingly, a TikTok creator will be stationed in outfield seats with an oversized branded cap for a “Hat It Here” promotion. If a home run lands in the hat, it prompts fan giveaways. Nutrafol, handled by Octagon, will get branding in both bullpens, too.

Air Force, another sponsor, has tied in with parachute jumpers who will deliver the first-pitch ball. Official water Deer Park has commissioned an artist to paint a mural matching the label art on their ASG bottles. Booking.com has a sweeps, with first prize being a stay in what they imagine the Phillie Phanatic’s apartment would be. Included are game tickets and wall-to-wall green fur.

Capital One is back as sponsor of the All-Star Village fan fest, which is supported by express lanes for cardholders and spotlights small businesses in the area.

Mastercard, a 29-year MLB corporate patron, is commemorating a decade as the All-Star Game’s presenting sponsor, which was packaged with ASG logo inclusion. Activation plans include sponsorship of the annual ASG Red Carpet parade. There’s also a local small-business competition in which the winner receives $10,000 and the opportunity to throw out the ceremonial first pitch.

As always, the payment card brand is sponsoring the poignant “Stand Up to Cancer,” an integration with TV rights holder Fox. Mastercard says it has donated more than $80 million over the 15 years of programs with Stand Up to Cancer.

New vehicle sponsor Ford is underwriting a number of experiential efforts under a “Ready, Set. Ford” thematic. Vehicles on display will include Broncos and F-150 trucks, and Ford will supply a fleet of 50 courtesy vehicles. The carmaker will also launch a spot in the game, as will Google Cloud.

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