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SBD/Issue 152/Leagues & Governing Bodies
Welcome To The OC: MLB, Angels Formally Begin All-Star Game Push
Published April 21, 2010
MLB yesterday began its formal push toward the '10 All-Star Game in Anaheim, beginning fan balloting for the game and announcing several key elements for the event. The league as expected will continue the extensive community service and charitable theming for the All-Star Game started last year in St. Louis under its "Going Beyond" tagline. MLB and this year's host, the Angels, will again donate nearly $5M to various local and national charities from funds generated by the Monday, July 12, workout day events. The league is working with People magazine for a second iteration of its "All-Stars Among Us" campaign to recognize individuals making extraordinary contributions to their communities. The 5K charity run will also return, again benefitting several charities supporting cancer research and education. And a group of legacy projects will include the reconstruction of youth fields at Anaheim's Pioneer Park, with new league sponsor Scotts helping care for those fields. On the ticketing side, prices will range from $50-200 for All-Star Sunday, $145-330 for the workout day/Home Run Derby and $185-360 for the All-Star Game. The prices on the low end of those ranges are generally twice the cheapest tickets last year in St. Louis, but are largely unchanged at the high end compared to a year ago. MLB All-Star FanFest ticket prices are unchanged at $30 for adults and $25 for kids. Anaheim city officials are projecting a local economic impact of $85M from the All-Star Game events, well below the record $148M set two years ago in N.Y., but far above any other All-Star Game host city. Angels Chair Dennis Kuhl: "We really believe this is going to be one of the most memorable and exciting All-Star events ever, largely because of the dedication of MLB working with the city of Anaheim and our staff here" (Eric Fisher, SportsBusiness Journal).
SPONSORS ACTIVATING AROUND BALLOTING: In-stadium balloting will be sponsored this year by Firestone, replacing the 3-D Disney/Jerry Bruckheimer film "G-Force" from a year ago. Sprint will again sponsor the online portion of the All-Star fan balloting. Scotts will sponsor a retail component for the balloting, beginning May 10 in about 1,700 Lowe's home improvement stores. The All-Star balloting is the largest effort of its kind in pro sports, with more than 23 million votes tallied last year (Fisher). In N.Y., Stuart Elliott reported the in-stadium balloting began last night at MLB parks and "will expand to 100 minor league ones next week." MLB Senior VP/Corporate Sales & Marketing John Brody said that Firestone and Scotts "have signed multiyear agreements for their sponsorships." Firestone, Scotts and Lowe's are "all running commercials with baseball or All-Star themes" (NYTIMES.com, 4/20).