PrintPrint © 2004 MLB Advanced Media, L.P. All rights reserved.

FOX Sports and Major League Baseball unite to create All-Star Game promotional campaign
06/17/2004 12:20 PM ET
FOX Sports and Major League Baseball, for the second consecutive year, have partnered to create a unique, multi-million dollar, multi-media promotional campaign designed to drive tune-in for the 75th MLB All-Star Game on Tuesday, July 13, (8:00 PM ET), live on FOX from Houston. The announcement was made today by Eric Markgraf, Executive Vice President of Marketing, FOX Sports Marketing Group and Tim Brosnan, Executive Vice President, Business, Major League Baseball.

The promotional platform "This One Counts" was created by MLB. The advertising campaign, which will receive on- and off-channel placements leading up to the July 13 contest, was created by the FOX Sports Marketing Group. The :10, :15, :30 and :60-second spots, which feature the tagline "This One Counts," are highlighted by a humorous, election year concept in which some of the greatest American and National League players embark on the campaign trail, soliciting fan support along the road to Houston in vintage cars.

"The key to the whole campaign is the tremendous cooperation that we received from MLB in securing the participation of so many great players," said Markgraf. "Given that this is a presidential election year, we thought this concept would be a fun way for the players to campaign for their respective Leagues' superiority, while reminding viewers that the All-Star Game is near and that once again home field advantage in the World Series is on the line."

"This joint promotional campaign with FOX Sports is a tremendous way for both MLB and FOX to leverage our vast marketing and advertising resources to reach as many potential viewers as possible," said Brosnan. "Year in and year out, the Major League Baseball All-Star Game is the pre-eminent professional sporting event of the summer and this campaign captures the spirit of the All-Star Game and that once again this season "This One Counts" for home field advantage in the World Series."

The ads begin running widely this week on FOX and across the FOX family of cable channels, including Fox Sports Net, FX, SPEED Channel, Fox News Channel, Fuel and National Geographic Channel. In addition to the on-channel broadcast and cable barrage, a comprehensive off-channel initiative is scheduled for the week leading up to the game, including the spots airing on a wide array of non-FOX cable channels, full-page ads in numerous major daily newspapers and consumer magazines, along with radio spots nationwide, all playing off the election theme. The TV ads also will appear on scoreboards in all 30 Major League ballparks.

Major League Baseball will be running the ads in asset media through July 13th, and the 30 Major League Baseball Clubs will support the campaign by running the ads in local TV and radio broadcasts and in-stadium from July 1-11th. In addition, Major League Baseball has integrated the "This One Counts" tagline in various business initiatives and collateral materials, some of which include:

  • "This One Counts" segments on "This Week in Baseball" presented by Pepsi and "Sabor a Beisbol"
  • A print ad in the July issue of "MLB en Español"
  • Messaging throughout all three phases of All-Star Balloting, including on Ameriquest In-Stadium balloting boxes, online balloting via and via special "This One Counts" buttons and shirts to be worn by employees of Wal-Mart, which hosted retail balloting sponsored by Pepsi
  • Print ads promoting the Trading Card Wrapper Redemption program at John Hancock All-Star FanFest
  • On more than one million Budweiser coasters being distributed throughout Major League Baseball cities.
  • John Hancock All-Star FanFest brochures During last season's All-Star Game, Texas Rangers third baseman Hank Blalock hit a dramatic two-run homer in the bottom of the eighth inning off Dodgers' closer Eric Gagne to not only give the American League a wild, 7-6 come from behind victory in Chicago but home-field advantage in the World Series.

    FOX Sports and Major League Baseball are in the fourth year of a six-year broadcast television rights agreement giving FOX Sports exclusive rights to the All-Star Game, select American League Division Series games, the American League and National League Championship Series and the World Series, as well as regular season MLB on FOX "Game of the Week" broadcasts. In eight years as an MLB rightsholder, FOX Sports has earned 17 Emmy Awards for its baseball coverage.

    This story was not subject to the approval of Major League Baseball or its clubs.