• by Aaron Baar , July 13, 2015

T-Mobile is looking to get the most out of its sponsorship of Major League Baseball’s All-Star game this week. 

The telecommunications brand will be the first presenting sponsor of Fox’s broadcast of the game (“The All-Star Game, presented by T-Mobile”). T-Mobile will also have marquee stadium presence, on-air integrations and a voice in social media. The company also sponsored the weekend’s “FanFest” activities — as it has been for the past two years — in the game’s host city, Cincinnati.

“Part of our marketing strategy at T-Mobile is to really focus on the big moments and be the most talked about brand in those moments,” a company representative tells Marketing Daily. “The MLB All-Star Game is one of the biggest sporting events of the summer — it’s an amazing opportunity.”  

As such, T-Mobile will be using the platform to promote its latest “Un-carrier” initiative, “Mobile Without Borders,” which grants customers the opportunity to call, text and use data in the U.S., Canada and Mexico on one rate plan. In the run-up to Tuesday night’s game, T-Mobile is encouraging fans to predict (via Twitter) which player (if any) will hit a three-run homer (using the hashtag #3for1HomeRun and #sweepstakes). Should any player hit one during the game, T-Mobile will randomly select 10,000 of those predictions to win a $500 voucher to be used on travel to Canada or Mexico. T-Mobile will promote the sweepstakes through all of its social channels, as well as digital and on-air broadcast advertising and in-stadium signage.

“We want everyone to know about Mobile without Borders,” the representative says. “Last year; a full 35% of all calls and 55% of all travel from the U.S. was to Mexico & Canada — the benefits of one simple plan that covers all three of those countries is obvious.”