Jan 09, 2013 at 01:45 AM
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Bullpen Calls To Go Wireless As Part Of New MLB Sponsorship Deal

More big news coming out of CES today: T-Mobile is now the Official Wireless Sponsor of Major League Baseball. As part of the multi-year, multimillion-dollar partnership, T-Mobile will work with MLB and its digital media arm, MLB Advanced Media, to bring wireless capabilities to America's national pastime. In particular, T-Mobile will handle the on-field call to the bullpen with its wireless phones.

Under the agreement which SBJ is reporting to be worth $125 million over 3 years, T-Mobile will provide MLB with a new On-Field Communication System, powered by T-Mobile’s powerful nationwide 4G network technology. The first use of this technology will be in a wireless voice system connecting managers in select Major League dugouts to coaches in bullpens. This dugout-to-bullpen system will start to roll out in 2013.

“We look forward to working with Major League Baseball and are excited they have chosen T-Mobile’s technology to power a new, in-game communication system at ballparks across the country,” said Mike Sievert, chief marketing officer, T-Mobile USA. “Unlike a typical sponsorship, we’re approaching this partnership as a collaboration in which T-Mobile, MLB and MLBAM will work together to evolve the game with exciting new technology innovation, enhancing the experience for customers and fans.”

“T-Mobile has made a significant commitment to Major League Baseball across our game and business, and its innovative drive and expertise in wireless technology will be an outstanding addition to the baseball industry,” said Tim Brosnan, MLB executive vice president, business. “T-Mobile has been an impact player in the wireless industry, and we look forward to its innovative spirit positively influencing the game and the way fans enjoy it.”

In collaboration with MLBAM, T-Mobile also will tap the power of its nationwide 4G network, currently available in 229 metro areas, reaching more than 220 million people, to further enhance and broaden network coverage and connectivity for fans in MLB ballparks.

In addition, MLBAM, which develops, deploys and distributes the mobile app, MLB.com At Bat, will work with T-Mobile to enrich the digital experience on T-Mobile’s smartphones and tablets; create custom, compelling content exclusively for its customers; and develop promotional opportunities and unique offers for MLB.com content.

“Baseball is America’s No. 1 digitally consumed sport, and today’s baseball fan is technologically savvy and data hungry, which makes this partnership a great opportunity for not only baseball enthusiasts, but also millions of T-Mobile customers,” Sievert said.

“The underpinning of a partnership with a key provider such as T-Mobile mirrors baseball’s long-held belief in leveraging and implementing wireless technology to deliver first-rate products and services to the industry and our fans,” said Bob Bowman, president and CEO, MLBAM. “T-Mobile will play an important role as we continue that focus on bringing top-notch content, connectivity and customizable experiences to consumers wherever they are.”