Overall, there were far fewer brands in play, with an MLB spokesman noting that the number of official league sponsors in 2001 was about half of what it is today. The only holdovers from that era are Mastercard, All-Star Workout Day sponsor Gatorade and MLB’s longest-standing sponsor, Anheuser-Busch’s Budweiser.
The beer brand will still give fans a chance to win free beer for the season with its “Hit the Buds” in-game campaign, while inviting fans on the grounds to its Budweiser Clubhouse to hang out at the bar, take swings in the batting cages and meet the Clydesdales. It’ll even be teaming with Ken Griffey Jr. to sell Budweiser x @therealkengriffeyjr All-Star Collection merchandise at ShopBeerGear.com.
“As the beer synonymous with baseball, Budweiser is continuing its commitment to celebrating America’s favorite pastime by bringing 21 [and older] fans closer to the action throughout the season, including this year’s game in Seattle,” said Kristina Punwani, head of marketing for Budweiser U.S.
But All-Star Week’s growth means Budweiser is no longer alone. Last year, Constellation Brands’ Corona became the Official Cerveza of Major League Baseball and began featuring prominently at the league’s premier events. At last year’s All-Star Week in Los Angeles, Corona had a little fun with trading cards, but kept its presence somewhat modest.
For 2023? Corona’s placed its brand on the Celebrity Softball Game and its Major League Vibes Fan Cam. Around T-Mobile Park, there’ll be Corona Adirondack chairs for fans to relax in and, at the event’s fan-and-brand festival, there’s a chance for fans to make their own walk-up songs and hear Spotify’s “Walk Up to the Fine Life” playlist of iconic walkup songs.
Roughly 20 million Americans identify as both Hispanic and MLB fans, with Hispanic and Latino players making up roughly 30% of MLB rosters. A partner of both MLB and the Seattle Mariners, Corona is using its All-Star moment to connect with fans on multiple levels.
“This is a great opportunity to demonstrate the expanded impact a partnership like this can have—bringing ‘La Vida Mas Fina’ to life on national and local level in the Emerald City of Seattle,” said Alex Schultz, vp of brand marketing at Corona. “All-Star Week is such a unique moment during the season: The vibrancy and fun atmosphere of All-Star week is a perfect fit with our Corona ethos and to fans of the fine life, so it’s exciting to tap into this feeling during this celebration of baseball.”