Grand Slam: MLB Partners Load Up All-Star Game Roster With Multi-Media Marketing
Friday, July 7, 2017 at 09:10AM
NYSportsJournalism.com in All-Star Game, ESPN, Fox, MLB, MLB, MLB Network, sports marketing, sports media

By Barry Janoff

July 6, 2017: Aaron Judge, Giancarlo Stanton, José Altuve, Salvador Perez, Bryce Harper, Charlie Backmon and Daniel Murphy will be among the stars shining for the American and National Leagues during the MLB All-Star Game Presented by MasterCard and surrounding events in Miami.

Meanwhile, Anheuser-Busch, Chevrolet, Church & Dwight, Esurance, Gatorade, MasterCard, New Era, Nike, Scotts, SiriusXM, T-Mobile, Topps Wine by Design and first-year partners  Coca-Cola, Nathan’s, Old Dominion and 5-Hour Energy will seek the national marketing spotlight on-air (Fox, ESPN and MLB Network) as well as on-site during MLB’s mid-season jewel attraction.

Among those breaking All-Star Game spots are T-Mobile ("The Nickname" with Stanton), Old Dominion Freight Line (with Harold Reynolds), Coca-Cola (with David Ortiz), 5-Hour Energy (with Altuve) and MasterCard.

As presenting sponsor for the All-Star Game, MasterCard takes a leadoff role to celebrate the 20th anniversary of its partnership with MLB via various platforms.

According to Andres Siefken, evp-North America marketing and communications for MasterCard, "With baseball celebrated as America’s favorite past time it provides us a unique opportunity to deliver something special for fans, something truly Priceless.

"Through our longstanding partnership with MLB we are able to deliver not just access but an opportunity to enhance the baseball fan experience throughout the season by integrating advanced payment options, driving fan engagement and delivering truly memorable moments," said Siefken.

Among them, MasterCard, along with MLB, will provide 18 kids from local chapters of MLB’s official charity, Boys & Girls Club of America, the opportunity to participate in a truly Priceless experience as "Youth Ambassadors."

The participants are scheduled to take the field in Marlins Park with All-Star Game starters and managers during the pre-game ceremonies, then stand alongside them during the National Anthem.

MasterCard said it would unveil MasterPass House, a baseball-themed lounge at the W Hotel South Beach, for fans to experience the weekend before the All-Star Game.

The company said MasterPass House would feature exclusive opportunities for cardholders, legend appearances and private musical performances. Among those scheduled to appear for private events are actress/singer Jennifer Hudson and David Ortiz, who recently had his No. 34 retired by the Boston Red Sox.

MasterPass Deck in MLB All-Star FanFest in the Miami Beach Convention Center (July 7-11) will give attendees the opportunity to MasterPass a commemorative All-Star Game Topps trading card and receive access to the upper deck, which will feature MLB alumni meet-and-greets, a Priceless Surprises wheel and interactive baseball experiences throughout All-Star Week.

MasterCard said it would be "heavily promoting" the All-Star Game and festivities with an interactive setup in Miami’s Aventura Mall.

As an anchor to its multi-media marketing, MasterCard will run national advertising spots during the All-Star Game on Fox and sponsor the pre- and post-All-Star Game coverage on MLB Network’s MLB Tonight.

T-Mobile, an official sponsor of MLB since 2013, has unveiled the T-Mobile Home Run Derby Bracket Challenge, where people can lock in their predictions of who will win the Derby for a chance to win four tickets to Game 1 of the World Series and a $500 MasterCard gift card. (Bracket predictions must be entered by July 10 at 7:59 PM ET. Details here.)

Giancarlo Stanton of the hometown Marlins will hide 12 magenta baseballs throughout Miami July 8-9 (follow @TMobile on Twitter for clues on where to find each magenta baseball). The first person to find each ball wins a pair of tickets to the T-Mobile Home Run Derby.

Gatorade is presenting sponsor for All-Star Workout Day (July 10), which concludes with the T-Mobile Home Run Derby (ESPN).

All-Star Sunday in Marlins Park will center around the SiriusXM All-Star Futures Game and the All-Star Legends & Celebrity Softball Game.

The Electric Run MLB All-Star 5K presented by Nike is scheduled for Bayfront Park in Miami.

After signing a deal this season as MLB’s official soft drink, Coca-Cola will promote its "Share a Coke" campaign on-site at different events and digitally. That includes creative with Ortiz, a Coke endorser.

Ortiz is also scheduled to appear at FanFest on All-Star Game day to meet fans on behalf of Coca-Cola.

At Sponsor Zone, across from Marlins Park (July 9-11), the Coke Kitchen will offer fans a variety of Coke products to sample
.

In All-Star FanFest, commemorative Share a Coke cans can be personalized for fans with their name on them.

In its fourth decade as an MLB partner, Anheuser-Busch said it would continue  to “exercise heavy promotion” around All-Star events.

Budweiser will serve as the presenting sponsor for the Gatorade All-Star Workout Day on-field musical performance prior to the T-Mobile Home Run Derby.

Anheuser-Busch will also recognize its military charity partnership, Folds of Honor, prior to the All-Star Game on Fox. The ceremony will feature an on-field check presentation while FoH volunteers hold an oversized American flag.

In addition to serving beverages at FanFest, Sponsor Zone and private events over the course of All-Star Week, commemorative Budweiser cups will be sold at Marlins Park concession stands with the purchase of a beer.

Prior to the All-Star Game, the players will arrive via the All-Star Red Carpet Show presented by Chevrolet (MLB Network). The event will feature 65 vehicles cruising around downtown Miami with the All-Star players and managers & their families.

Chevrolet, the official vehicle of MLB since 2005, is again the presenting sponsor of the All-Star Game MVP award, giving the winner a choice of two vehicles on the field post-game: the Corvette Grand Sport or the Colorado ZR2.

For the second consecutive year, people will be able to join the media in voting for the winner.

As a supporting partner of Play Ball, Chevrolet will display vehicles at the entrance of Play Ball Park in the lead-up to the All-Star Game and support the youth baseball activities taking place there.

FanFest will feature an All-Star playground, which includes Chevy vehicle displays, a LED wall, a selfie activation, video games, 30 club lockers, mini clinics and an opportunity for people to predict who will win the MVP and what vehicle he would select.

Via Esurance, at FanFest, fans have the opportunity to virtually step into the cleats of All-Star catcher Buster Posey.

In the Esurance Behind The Plate With Buster Posey VR Experience, people get to call pitches and try to catch curves, sliders and fastballs, all while having Posey speak to them.

On July 9, actor Josh Duhamel (Transformers) and Baseball Hall of Famer Ivan Rodriguez are scheduled to appear as part of Esurance’s FanFest platform.

Among other activations:

• Nathan’s will hold a hot dog eating contest on July 8 in FanFest.

• Church & Dwight will have an interactive "Strike Out Stains" attraction at FanFest and is a supporting sponsor of the Electric Run MLB All-Star 5K.

• In addition to game caps, New Era again has created a special collection of caps that will be worn by players at Gatorade Workout Day, during the T-Mobile Home Run Derby and the SiriusXM All-Star Futures Game. Former Marlins Dontrelle Willis and Jeff Conine are scheduled to appear on behalf of New Era at local LIDS and Dick’s Sporting Goods locations in Miami.

A New Era MLB All-Star Game Party hosted by Bryce Harper is being planned in the 1Hotel South Beach.

• Old Dominion Freight Line is giving away tickets to the next three World Series in a sweepstakes that launches at All-Star Week. Old Dominion built a clear trailer filled with baseballs for the sweepstakes, with people seeking to guess the total number. (Details here.)

In the lead-up to All-Star events, Old Dominion will air a new national spot featuring Harold Reynolds.

After the All-Star Game, the Old Dominion baseball truck will hit the road to visit team partners New York Mets, Boston Red Sox, Chicago Cubs, Chicago White Sox, Texas Rangers, Los Angeles Angels and Kansas City Royals, offering fans the same opportunity to win World Series tickets.

• The finals of Scotts MLB Pitch, Hit, and Run are scheduled for July 10 and the finalists will be honored as part of a presentation on-field during the T-Mobile Home Run Derby. The grounds crew in Marlins Park will wear Scotts-branded apparel and use similarly branded drag mats between innings.

Topps NOW will make All-Star team card sets featuring the All-Star Game starters. For 24 hours after both the T-Mobile Home Run Derby and the All-Star Game, Topps NOW cards will be created and available depicting the top moments of each event.

Relic cards will also be made to celebrate the Derby and All-Star Game, featuring pieces of material used/worn by the players embedded in specific cards.

MLB Starts March To Miami All-Star Game

Back to Home Page

Article originally appeared on NYSportsJournalism.com (http://www.nysportsjournalism.com/).
See website for complete article licensing information.