Financial Services Industry
Industry: Email Alert RSS FeedMasterCard's Latest Pitch: Pastime Is Priceless Too
US Banker, August, 2002
It's supposed to be the Midsummer Classic, but if you ask a baseball purist, the All-Star game is losing its luster.Some of the biggest names in the sport have turned down invitations and-with this last contest called in a controversial tie-it's left many fans wondering if the game means anything at all.
MasterCard doesn't seem to think the game is meaningless. In fact, it thinks-surprise, surprise-the game is "priceless." MasterCard sees the game as a unique marketing opportunity, and during this past All-Star game on July 9, the mammoth card network launched one of its largest marketing campaigns since it became an official sponsor of Major League Baseball in 1997.
MasterCard first hitched its "Priceless" campaign to pro baseball last season, trying to give the...
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