MasterCard and Major League Baseball have renewed their 20-year partnership with some new initiatives planned.
The expanded partnership agreement provides MasterCard with the presenting sponsorship role beginning with the 2016 All-Star Game, as well as increased opportunities to deliver advanced payment technologies to baseball fans.
“Baseball is a passion for so many, and through our partnership with Major League Baseball, we’ve been able to deliver not only exclusive access for our cardholders, but incorporate new payment options like MasterPass, our digital commerce solution, as well as drive fan engagement around Priceless Causes,” Raja Rajamannar, chief marketing officer, MasterCard, tells Marketing Daily.
The two organizations first came together via the first Priceless ad spot in 1997 featuring a father and son at the ballpark that aired during the World Series. MasterCard’s sponsorship of the All-Start Game has been extended for at least the next five years, says Noah Garden, MLB Executive vice president, business.
The sponsorship includes All-Star Week on-field Priceless experiences and events, expanded on-site brand presence at point-of-sale at key All-Star events and presenting sponsor of MLB.com SHOP at MLB FanFest during All-Star Week.
MasterCard has long leveraged its MLB partnership to provide baseball fans access to the latest in payment technology at the ballpark and online, delivering an enhanced payment experience. MLB integrated MasterPass, MasterCard’s digital commerce solution, as a way to pay at MLB.com Shop, MLB & select Club ticketing pages and MLB.tv. Fans that have a MasterPass account can make a secure purchase online at MLB.com or within the MLB mobile app without having to enter their payment card credentials.
MasterCard also holds individual relationships with four MLB Clubs including the Chicago Cubs, Los Angeles Dodgers, New York Yankees and Boston Red Sox, with whom MasterCard just recently extended its partnership.
The 2016 All-Star Game presented by MasterCard will be played at Petco Park on July 12. The 87th All-Star Game will be televised nationally by FOX Sports. ESPN Radio and ESPN Radio Deportes will provide exclusive national radio coverage of the All-Star Game presented by MasterCard.