SBD/May 7, 2014/Marketing and Sponsorship

T-Mobile Expands MLB Presence With New Spot, Re-Ups With Harper, McCutchen

T-Mobile is advancing its partnership with MLB and “launching a nationwide campaign that takes a broad swipe" at the telecom industry, according to Mark Bergen of AD AGE. A new 30-second commercial starring T-Mobile endorser and Nationals LF Bryce Harper will “premiere on ESPN” tonight. The commercial centers on T-Mobile’s familiar no-contract option, with announcers running commentary as if baseball “mirrored the rules of the telecom business.” The commercial, created by Publicis, Seattle, is “far tamer than T-Mobile's usual televised fare.” T-Mobile also is “linking with the league to launch a daily clip-reel contest, called Game Changer, that will run on MLB.com.” Every day throughout the season, fans can “vote on a popular clip, with the winning reel taking on a new challenger the next day.” T-Mobile this season “renewed its endorsement deals” with Harper and Pirates CF Andrew McCutchen and also “sponsored two new teams, upping its roster to six.” T-Mobile “would not detail the size of its spending with MLB or ESPN” (ADAGE.com, 5/6).
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