Upward mobility
Few brands have benefitted from All-Star Week’s expansion quite as broadly as MLB sponsor and All-Star Game host ballpark namesake T-Mobile.
The presenting sponsor of All-Star Week’s opening HBCU Swingman Classic—an exhibition game hosted by Ken Griffey Jr. featuring baseball players from historically Black colleges and universities—T-Mobile also has its brand on the Home Run Derby (which will feature the Seattle Mariners’ Julio Rodriguez, who co-stars with actor Ben Barnes in T-Mobile’s latest spot) and the All-Star Red Carpet Show just before the game.
T-Mobile’s technology will be all over the event as well, with the MLB Next app giving fans Home Run Derby and All-Star Game access to video data including hit distance, launch angle, an interactive strike zone, and audio of the live ESPN and Fox broadcasts.
MLB will test its automated balls and strikes (ABS) system on T-Mobile’s 5G network during the Futures Game, while T-Mobile will host 5G BP for up-close drone-filmed views of Home Run Derby warmups. Finally, T-Mobile will be giving away customized All-Star bats at one of its Seattle stores, free New Era All-Star Week caps during T-Mobile Tuesday on July 11 and spots in The ‘Pen viewing area in the outfield of T-Mobile Park to loyal customers.
“The ABS system and MLB Next app demonstrate the power and possibilities of 5G innovation and its ability to transform the game—and there’s no better ballpark for this to come to life than at T-Mobile Park in our hometown.” said Mike Katz, president of marketing, innovation and experience at T-Mobile.
T-Mobile graciously shares the Home Run Derby spotlight with Gatorade, which hosts its All-Star Workout Day on the same day. An MLB partner since 1990, Gatorade has worked on drinks with athletes including Derek Jeter and Bryce Harper, and keeps lining All-Star Week dugouts with its orange coolers. It’ll be giving away samples of its new Fast Twitch drink throughout the event and featuring other products prominently throughout pre-Derby warmups.
From fan fest to brand fest
While Major League Baseball added the yet-unbranded MLB Draft to All-Star Week activities last year and features the three-day event as part of the 2023 festivities, perhaps the greatest change to All-Star Week since 2001 from a brand perspective is the supersized fan festival.
Known simply as FanFest 22 years ago, it was a much smaller memorabilia-centric event within a stadium exhibition center just outside the ballpark. Today, Capital One’s Play Ball Park is housed within Lumen Field—home of the National Football League’s Seattle Seahawks—and is teeming with brands.
You can get mattress advice from experts at MattressFirm, take a photo of your sweet bat flip at T-Mobile’s Bat Flip cage or watch a hen strut around its 108 square feel of range space as New Hampshire-based Pete and Gerry’s sell their pasture-raised eggs.
“We’ve always found the connections between mass-market sports, and MLB is a great one,” said Pete & Gerry’s CEO Tom Flocco. “It’s a great way to connect with interested fans and broaden the appeal—97% of homes buy eggs and a lot of people watch baseball, so for us it’s a great intersection.”