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Major League Baseball Launches "Legends are Born in October" Postseason Campaign
08/19/2011 2:40 PM ET

Major League Baseball today announced the launch of its 2011 Postseason campaign titled Legends Are Born in October, which will celebrate the excitement of Postseason baseball where a legend can be born at any moment. The holistic campaign will be fully integrated with TBS, FOX, MLB.com, MLB Network, and locally through the clubs.

The campaign will feature the hit song "Written in the Stars" by Tinie Tempah as the backdrop to signature Postseason highlights and memorable moments from the 2011 season. The Postseason heroics of Derek Jeter, Albert Pujols, Roy Halladay, David Ortiz, Brian Wilson, Aaron Boone, Mariano Rivera, Luis Gonzalez and many more will be featured in the campaign.

"It's an honor to have 'Written in the Stars' selected for the MLB's Postseason campaign," said Tinie Tempah. "The reception my debut album has received in America has been incredible. It doesn't get any more American than baseball so what an honor to have my song be the soundtrack to the playoffs and World Series where legends are born."

The first spot will debut on August 20 on FOX and Sunday, August 21 on TBS and ESPN and the series will continue with multiple TV and digital executions on FOX, TBS, ESPN, MLB Network, local MLB broadcasts, and in MLB ballparks through October.

The Postseason effort will have a major social media element designed to further engage fans. The hashtag #Postseason will be prominently displayed in the ballpark and on FOX, TBS and MLB Network throughout the Postseason.

An infectious, message-driven song, "Written in the Stars" was Tinie Tempah's debut single in the U.S. and went platinum before the release of his critically acclaimed debut album Disc-overy, making it clear that Tinie Tempah is on his way to becoming the first British rapper to achieve major stardom in the U.S. The charismatic 22-year-old artist is already a phenomenon in the U.K., where Disc-Overy debuted at number one, produced four Top Five singles, including two number ones, earned him two BRIT Awards, a Mercury Prize nomination and is the U.K.'s top-selling album by a British artist in 2010. Fans can get more information about Tinie at TinieTempah.com, Facebook.com/tinietempah, and @TinieTemaph.

The campaign was created in a joint collaboration between MLB, Hill Holliday and Turner Sports. The 2011 MLB Postseason begins on Friday, September 30. A complete schedule can be found here.

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


MLB.com