Target Field is the site of the ‘14 MLB All-Star Game, and the Minneapolis-based retailer has upped the ante, signing on as a sponsor of the July 15 game. Under the one-year deal, Target will leverage MLB's five-year-old "All Stars Among Us" cause-related program through which fans vote for individuals who have provided exemplary community service. Those individuals are then recognized during All-Star Game pregame ceremonies. This year, the program, run in conjunction with People magazine, will laud outstanding teachers across the country. Target will leverage the program through its retail locations and on Target.com, via an associated deal with MLBAM. Given its expected prominence in pregame, Target is also looking at media from MLB rights holder Fox. Sources said Target will continue to run MLB promos through the postseason. A retail program pushing All-Star Game and other licensed MLB merchandise through Target's 1,797 domestic stores is also under development, sources said. It is unclear if Target will secure any pass-through marketing rights. However, some of MLB's largest packaged-goods sponsors are huge Target suppliers, including Bayer; Gillette and other Procter & Gamble brands; along with Kellogg's; Pepsi, Frito-Lay and Gatorade. Target's other sports sponsorships include the Cubs, Twins and Vikings, entitlement of the Minneapolis arena that houses the T’Wolves and cars in NASCAR and IndyCar racing.
