Special to NYSportsJournalism.com
July 8, 2015: Stating that "It’s All-Star Week and we’re going to go big and paint the town magenta!," T-Mobile USA ramped up its alliance with Major League Baseball by signing a deal to become the first presenting sponsor for the MLB All-Star Game.
The MLB All-Star Game presented by T-Mobile will be played July 14 in the Great American Ballpark in Cincinnati (broadcast live on Fox and Fox Deportes).
T-Mobile, which has been the official wireless sponsor of MLB since 2013 under a multi-year multimillion dollar deal, already had a major presence as title sponsor for the third season for the T-Mobile All-Star FanFest (July 10-14), in the Duke Energy Convention Center.
T-Mobile also has a license agreement with the MLB Players Assn.
T-Mobile said it would support its presence during the All-Star Game events with a multi-platform campaign anchored by its "Un-carrier" strategy to include TV, signage within and around Great American Ballpark and the FanFest, print, digital, social media and on-site fan activations.
T-Mobile also sponsors the Cincinnati Reds, hosts of the 2015 All-Star Game, along with several other MLB teams including the Los Angeles Angels, Minnesota Twins, Washington Nationals and their hometown Seattle Mariners.
"It’s All-Star Week and we’re going to go big and paint the town magenta!,” John Legere, president and CEO forT-Mobile, said in a statement. “As the first-ever presenting sponsor of the All-Star Game, and the returning title sponsor of T-Mobile All-Star FanFest, I’ve got some surprise Un-carrier style plans to make this year's All-Star Game a fantastic experience for fans across the country Stay tuned!”
"T-Mobile is an innovative partner that is always looking for new ways to reach fans and provide value for their customers."
According to Bob Bowman, MLB president for business and media, "T-Mobile is an innovative partner that is always looking for new ways to reach fans and provide value for their customers. The expansion of our partnership is a great example of T-Mobile's commitment to baseball and we are looking forward to T-Mobile's creativity on display at the Midsummer Classic."
T-Mobile's team sponsorships include player appearances, retail promotions, T-Mobile title nights in stadiums and other fan activities.
Earlier this season T-Mobile brought back an offer to its customers for free access to the premium features in MLB.com At Bat, the official app of MLB.
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