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T-Mobile Using Status As MLB Sponsor To Promote New Initiatives Around All-Star Game
Published July 11, 2013
BIG PLANS DURING GAME BROADCAST: T-Mobile has three ads scheduled to run during the ASG along with a live, branded in-game feature. T-Mobile VP/Media & Sponsorships Mike Belcher said the carrier hopes to use the time for an interview with one of its four MLB endorsers (Gonzalez, Nationals RF Bryce Harper, Dodgers CF Matt Kemp and Pirates CF Andrew McCutchen) to illustrate that they have "made the jump" to being an All-Star. There also is a significant buy across local print and ESPN The Magazine, a large presence on MLB.com and ESPN.com and a "takeover" on the No. 7 subway line, which services ASG host site Citi Field. Pop-up stores also will be erected at the T-Mobile-entitled Fan Fest and at Citi Field. During the game, 30 people in a randomly selected row of seats will win Samsung smart phones, a promo that will be touted on the Citi Jumbotron. A team of 50 T-Mobile employees will run in Saturday's ASG 5K Run in Brooklyn. "This is the coming-out party for our MLB relationship, so we'll really be looking at awareness of our sponsorship, awareness of JUMP, and purchase-intent measures, especially among avid MLB fans, when we measure our efforts around All-Star Week," said Belcher.