Surprisingly enough, the deal marks the first time in over a decade that the league has a sponsor from the telecommunications category.
As part of the deal, T-Mobile will provide on-field wireless technology, simplifying the system for managers to make calls to the bullpen. There have been several occasions where the dugout landlines have malfunctioned --- including a notable World Series game involving the St. Louis Cardinals' manager Tony LaRussa. Now, the phones will all be wireless, preventing such happenings while providing managers with an easier method for speaking with their bullpen coaches.
The deal will also benefit fans, as T-Mobile will provide 4-G wireless networks in Major League ballparks throughout the country. This will allow fans to communicate with one another and also to access offerings from both the team and Major League Baseball. Additionally, T-Mobile customers will experience an enhanced version of the league's mobile app when used on a T-Mobile tablet or smartphone, providing an appealing incentive for passionate MLB fans.
In another smart move by the brand, the system will first be tested at this spring's World Baseball Classic. This will not only provide a good dress rehearsal for the technology, but will also give T-Mobile international exposure. Once the Regular Season begins in April, the impressions from the bullpen calls alone will likely earn T-Mobile enough impressions to rationalize the sponsorshiop dollars.
T-Mobile's investment in baseball will extend into broadcast and digital properties, as they will be the Presenting Sponsor of ESPN's popular Wednesday Night Baseball. They will also have a presence on the MLB's other televisions partners: Fox, MLB Network, and Turner Sports.
In order to celebrate the beginning of the partnership, T-Mobile and Major League Baseball are co-hosting a sweepstakes to win tickets to the Opening Day game of a fan's choice. As countless other brands have realized over the years, what better way to earn fan loyalty and gain exposure than to offer free swag.
The three-year, $125 million deal is T-Mobile's first foray into baseball. Previously, the brand focused its sports sponsorship on the NBA and several of its more recognizable stars, including Charles Barkley and Dwayne Wade.
For the country's fourth-largest wireless carrier, this is a great opportunity to not only build brand awareness, but also to get the product in the hands of the consumer. With a great digital partner like the MLB Advanced Media, which has helped develop MLB At-Bat, one of the industry's best mobile apps and the Fan Cave, T-Mobile will surely benefit.
One notable, challenge, however, will be the partnerships of the individual clubs, many of whom are currently sponsored by AT&T or Verizon Wireless. For many of the hometown fans, these are the brands with which they interact with more regularly. As of last year, T-Mobile had relationships with only two MLB teams, the company's hometown Seattle Mariners and the lowly Pittsburgh Pirates.
In another smart move by the brand, the system will first be tested at this spring's World Baseball Classic. This will not only provide a good dress rehearsal for the technology, but will also give T-Mobile international exposure. Once the Regular Season begins in April, the impressions from the bullpen calls alone will likely earn T-Mobile enough impressions to rationalize the sponsorshiop dollars.
T-Mobile's investment in baseball will extend into broadcast and digital properties, as they will be the Presenting Sponsor of ESPN's popular Wednesday Night Baseball. They will also have a presence on the MLB's other televisions partners: Fox, MLB Network, and Turner Sports.
In order to celebrate the beginning of the partnership, T-Mobile and Major League Baseball are co-hosting a sweepstakes to win tickets to the Opening Day game of a fan's choice. As countless other brands have realized over the years, what better way to earn fan loyalty and gain exposure than to offer free swag.
The three-year, $125 million deal is T-Mobile's first foray into baseball. Previously, the brand focused its sports sponsorship on the NBA and several of its more recognizable stars, including Charles Barkley and Dwayne Wade.
For the country's fourth-largest wireless carrier, this is a great opportunity to not only build brand awareness, but also to get the product in the hands of the consumer. With a great digital partner like the MLB Advanced Media, which has helped develop MLB At-Bat, one of the industry's best mobile apps and the Fan Cave, T-Mobile will surely benefit.
One notable, challenge, however, will be the partnerships of the individual clubs, many of whom are currently sponsored by AT&T or Verizon Wireless. For many of the hometown fans, these are the brands with which they interact with more regularly. As of last year, T-Mobile had relationships with only two MLB teams, the company's hometown Seattle Mariners and the lowly Pittsburgh Pirates.
No comments:
Post a Comment