T-Mobile Senior Dir of Sponsorships, Entertainment & Event Marketing Meredith Starkey and T-Mobile VP/Social Media Lincoln Lopez discussed working with Bayern Munich during the club's U.S. tour. The T-Mobile execs also talked about the Home Run Derby as well as working with MLB endorsers in SportsBusiness Daily's weekly
Social Studies feature.
On working with Bayern Munich during its U.S. tour this summer ...
Starkey: That partnership is held with (our parent company) Deutsche Telekom, and we get the benefit when it comes to it because it’s a global rights partnership. We’re not going to have as big of a presence around Bayern Munich as we would Major League Baseball. Bayern has something called FCB TV and it allows people to watch games. We are going to give that away free to customers much like we did with MLB.tv. We will have the chance to use Bayern’s U.S.-based social handle to leverage that offer.
Lopez: We try to be very authentic, so if we were to overdo it, it wouldn’t feel authentic. We do exactly what we feel like we could be doing around this partnership. But it’s not as rich, as deep, as long as MLB, which we have a very active role in the entire season where we are able to do so much more.
