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All-Star Game the focus as MLB extends MasterCard partnership

Global payment services company MasterCard has renewed its partnership with North America’s Major League Baseball.

Under the new multi-year agreement, financial terms of which were not disclosed, MasterCard becomes the presenting sponsor of MLB’s All-Star Game. The game will officially be titled MLB All-Star Game presented by MasterCard.

As part of the deal, MasterCard’s ‘Priceless’ campaign will be promoted through experiences and events during the week of the All-Star Game, while its branding will also appear prominently at key All-Star events.

In addition, MasterCard will become the presenting sponsor of the MLB’s official online shop at the MLB FanFest event during All-Star Week, and of satellite shop locations on-site during All-Star events.

MasterCard customers will also benefit from ticket discounts and pre-sale offers for All-Star events.  The 2016 All-Star Game will be played at Petco Park in San Diego, California on July 12.

The two organisations have partnered for nearly 20 years dating back to the first Priceless advertising spot in 1997 featuring a father and son at the ballpark that aired during the World Series. The expanded partnership agreement also provides increased opportunity to deliver advanced payment technologies to baseball fans.

“MLB is one of our longest-tenured partners and during this time we’ve significantly expanded our relationship by taking it far beyond a traditional sponsorship,” Raja Rajamannar, chief marketing officer of MasterCard, said. “Baseball is a passion for many and through our partnership we’ve been able to deliver not only access for fans, but have incorporated new payment options, driven fan engagement around Priceless Causes and delivered truly memorable moments.”