When it comes to sponsor activation around the MLB All-Star Game, this year’s story centers on T-Mobile, an MLB corporate sponsor since 2023, which has the Midsummer Classic in its hometown of Seattle and played in the ballpark it has titled since 2018, reports SBJ’s Terry Lefton.
“We’ve built awareness through 10 years with MLB,” said Amy Azzi, senior director and head of sponsorships at T-Mobile. “By enhancing the fan experience, especially here, we hope for stronger connections, and to make our network the center of that. We want to show customers what our technology can do for them.”
One of the most intriguing parts of T-Mobile’s most recent MLB renewal is connecting its technology and brand to robotic umpiring. When that technology will come to MLB games is unclear, but T-Mobile will be testing a version of it at Saturday’s Futures Game.
“That’s to show where 5G can really be game-changing," Azzi said. “From a measurement standpoint, we’re always looking at how these events can enhance awareness and consideration and consumer perception of our network -- which is paramount."
Additional T-Mobile highlights:
- Pushing an augmented reality feature of the MLB Next app, through which fans can track balls in the Home Run Derby.
- Offering an NIL deal to an exemplary player in the HBCU Classic, a showcase for HBCU baseball players.
- The annual ASG Red Carpet Show will take on T-Mobile’s magenta color this year, and the cell-service provider is behind a branded headphone gate premium for Monday’s Home Run Derby.
- T-Mobile is also underwriting the “Derby After Dark" party after the competition. Retail activation includes player appearances and personalized bats at a downtown retail location.
Content plays for T-Mobile include a 30-second spot on “how T-Mobile has impacted the game of baseball” and a 15-second integration during the ASG with Ken Griffey Jr. and Sr. to be shot at Club Magenta inside T-Mobile Park. It also has a new spot with Mariners CF Julio Rodriguez, who is slated to participate in the Home Run Derby that T-Mobile has titled since 2016.
There will also be new TV creative from MLB corporate patrons FanDuel, Booking.com and Google.
