T-Mobile Extends Alliance With MLB, Adds Little League Baseball To Roster
NYSJ Sports-Entertainment Business News Service
March 19, 2019: T-Mobile, which has been a MLB partner since 2013, continues to embed itself into baseball, signing a new deal that extends its status for four years as the league’s “official wireless sponsor.”
The new pact now includes Little League International and the Little League World Series, where T-Mobile also becomes the “official wireless sponsor.”
Financial terms of the pact were not released.
The deal comes on the heels of an expanded pact between MLB and Little League International to create a Joint Sponsorship Agreement, under which the two sides would “collaboratively oversee Little League Baseball and Softball’s official sponsor program.”
Official sponsors of Little League International also include Canon, Chick-fil-A, Cigna, Dick’s Sporting Goods, Easton, Gatorade, Honda, Lance, Musco Lighting and New Era.
“Together, T-Mobile and MLB will support Little League International and its mission to provide opportunities through baseball and softball to millions of kids and their families leading up to the Little League World Series in South Williamsport, PA (July 27-Aug. 25, 2019)” according to both parties.
T-Mobile this season also becomes naming rights holder to the Seattle Mariners home field, previously Safeco Field, now T-Mobile Park via a 25-year deal valued at upward of $100 million.
“We love baseball, and clearly, so do our customers! They streamed nearly three million hours of baseball with MLB.TV in 2018 — two times more than the year prior,” John Legere, CEO for T-Mobile, said via the Bellevue, WA-based company.
“Locking in four more years with MLB means four more years of Major League perks . . . we’re excited to keep connecting with fans through the game we all love, and show our support in even more ways — starting with Little League!”
T-Mobile is supporting the new deal with a multi-media campaign, including a TV spot, an offer for T-Mobile customers to claim a free MLB.TV subscription and perks on T-Mobile Tuesdays via such partners as Shell and Taco Bell and a sweeps offering a trip and tickets to the All-Star Game this July in Cleveland.
(T-Mobile Tuesdays details here.)
According to Noah Garden, evp-business and sales for MLB, “As a key innovator in their industry, T-Mobile has also been an instrumental partner of Major League Baseball since 2013.
“We are thrilled to expand our partnership to include Little League, allowing the Un-carrier to enhance fan experiences in youth sports communities while we continue to be game-changers for all fans, nationwide.”
T-Mobile Builds MLB Presence With 25-Year Seattle Stadium Naming Rights
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