By Barry Janoff
April 21, 2016: MasterCard and MLB, which have partnered on numerous initiatives since 1997, have extended their alliance, with added platforms that include MasterCard becoming the presenting sponsor of the 2016 All-Star Game and all subsequent games throughout the new deal.
Financial terms of the extension were not shared.
MasterCard has been partnered with MLB since he first Priceless ad spot in 1997, which featured a father and son at the ballpark, and aired during the World Series.
In addition to the All-Star Game and surrounding activation, the expanded partnership includes increased opportunity to deliver advanced payment technologies
“MLB is one of our longest-tenured partners and during this time we’ve significantly expanded our relationship by taking it far beyond a traditional sponsorship,” Raja Rajamannar, CMO for MasterCard, said in a statement.
“Baseball is a passion for many and through our partnership we’ve been able to deliver not only access for fans, but have incorporated new payment options, driven fan engagement around Priceless Causes and delivered truly memorable moments.”
MLB and MasterCard were named Grand Sports Marketer of the Year in 2013 by the readers of NYSportsJournalism for their work with Stand Up To Cancer, support of which continues to reach baseball fans, consumers and others.
At the All-Star Game this July in San Diego, MasterCard platforms include All-Star Week on-field Priceless experiences and events, expanded on-site brand presence at POP at key All-Star events and presenting sponsor of MLB.com Shop at MLB FanFest during All-Star Week and satellite MLB.com Shop locations on-site during All-Star events.
According to Noah Garden, MLB evp-business, "We are looking forward to creating exciting and innovative elements with MasterCard over the next several years in connection to the All-Star Game presented by MasterCard. Major League Baseball games and jewel events like the All-Star Game provide MasterCard with high-profile opportunities to showcase its evolutionary payment technologies to our fans."
MasterCard also has individual relationships with four MLB clubs including the Chicago Cubs, Los Angeles Dodgers, New York Yankees and Boston Red Sox, with whom MasterCard just recently extended its partnership.
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