MasterCard Renews Deal With MLB For Five Years; Will Activate During ASG Telecast

MasterCard has renewed its corporate sponsorship of MLB "for an additional five years and will start activating those rights" during All-Star Game festivities this week, according to Terry Lefton in this week’s SPORTSBUSINESS JOURNAL. MasterCard, which has held MLB corporate sponsorship rights since ‘97, will “launch a broad-based marketing platform that combines a usage promotion with a cause-related initiative.” “Eat, Drink and Be Generous” will “encourage consumers to use MasterCard at restaurants, with a penny being donated by MasterCard to Stand Up To Cancer each time a fan uses the card at eateries through Sept. 1.” MasterCard will make a maximum donation of $4M and is “defining ‘restaurants’ loosely enough that ballpark concession stands that accept MasterCard, along with quick-service restaurants and coffee shops, such as Starbucks and Dunkin’ Donuts, are included.” MasterCard will “herald the campaign with three spots” during Fox’ All-Star Game telecast tonight, featuring actors Ray Romano and Reese Witherspoon (SPORTSBUSINESS JOURNAL, 7/11 issue).

MISSING LINKS: MasterCard, already a corporate partner with the PGA and European tours, is becoming a patron sponsor of the British Open. MasterCard and the Open Championship made the announcement today. MasterCard joins Doosan, HSBC, Mercedes-Benz, Nikon and Rolex as the British Open’s patron sponsors. The deal resumes a long association between the credit card company and the R&A -- MasterCard previously held the presenting sponsorship of the Senior British Open from ‘00-04 and then from ‘08-10 (Michael Smith, SportsBusiness Journal).