MLB corporate sponsors are finalizing activation plans around the upcoming All-Star Game festivities in and around Miami. Among new MLB sponsors, Coca-Cola will be sampling at the Fan Zone adjacent to Marlins Park, among other locations, and will be offering personalized cans at the FanFest at the Miami Beach Convention Center. Nathan’s, which earlier this year became the league’s first official hot dog, is involved in the “Play Ball Park” youth baseball area. In addition to offering samples, Nathan’s will hold a hot dog eating contest Saturday. Joey Chestnut, fresh off his 10th title at Nathan’s annual July 4th event on Coney Island, is slated to be among the dignitaries. Old Dominion Freight Line, another recent MLB corporate sponsor, is launching a sweepstakes offering tickets to the next three World Series. A new spot includes MLB Network’s Harold Reynolds. Licensee New Era, continuing to step up its game at big events, is hosting a party in South Beach on Sunday. Among its many offerings is a limited edition cap with apparel brand “Fear of God," which will retail for $150. Anheuser-Busch is backing the on-field musical performances prior to Monday’s Home Run Derby, will have souvenir cups at the ballpark and will be pushing both its “Folds of Honor” and “Good Sport” CSR programs before and during the All-Star Game.
CARD-CARRYING MEMBERS: Long-time MLB sponsor MasterCard again is the presenting sponsor of the Midsummer Classic. The payment card brand is pushing its Masterpass “digital wallet’’ with special access to FanFest and ballpark attractions. MasterCard also is underwriting a VIP lounge at the W Hotel in South Beach. At Tuesday’s game, MasterCard is sponsoring a ticket holder/lanyard gate premium. Social media support includes sending digital photos to fans who engage with MasterCard on Twitter and live streaming player appearances from FanFest during All-Star Week.
SWINGING FOR THE FENCES: T-Mobile, the title sponsor of the Home Run Derby, has a new TV ad with Marlins RF Giancarlo Stanton, the winner of last year’s Derby. It also is supporting the deal with the Home Run Derby Bracket Challenge contest, offering World Series tickets as the top prize. There will be a scavenger hunt in Miami, along with free “MLB inspired” haircuts from a South Beach barber.
