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T-Mobile, MLB announce multiyear technology and marketing agreement

T-Mobile USA, Inc. and Major League Baseball (MLB) announced today at the 2013 International Consumer Electronics Show (CES) that T-Mobile is now the Official Wireless Sponsor of MLB. As part of the multi-year, multi-million dollar partnership, T-Mobile will work with MLB and its industry-leading digital media and technology company, MLB Advanced Media (MLBAM), to enhance America’s National Pastime on and off the field with game-changing wireless capabilities. This marks the first time in more than a decade that MLB has partnered with a major wireless provider.

Under the agreement, T-Mobile will provide MLB with a new On-Field Communication System, powered by T-Mobile’s powerful nationwide 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 and the new On-Field Communication System solution will offer greater mobility as well as options for future innovation within the game.

“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 their 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.  This past season, Major League Baseball recorded its fifth best attendance year in its long and storied history by attracting more than 74.8 million fans to regular season games.

Additionally, MLBAM, which develops, deploys and distributes the top-ranked sports mobile application of all-time in MLB.com At Bat, will work with T-Mobile to enrich the digital experience on its smartphones and tablets, create custom, compelling content exclusively for its customers, as well as develop promotional opportunities and unique offers for MLB.com content.

“Baseball is America’s number one 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 millions of T-Mobile customers,” added Sievert.

“The underpinning of a partnership with a key provider like 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 chief executive officer, 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.”

The T-Mobile investment in baseball is a comprehensive, multi-faceted marketing approach which will include partnerships with national broadcast partners FOX, Turner, MLB Network, and ESPN. T-Mobile will be the Presenting Sponsor of ESPN’s Wednesday Night Baseball, including on-air, digital, and mobile sponsorship initiatives, in addition to features on ESPN’s Baseball Tonight. T-Mobile and Major League Baseball also will develop marquee media opportunities and marketing extensions at events throughout the year, as well as local sponsorships with select MLB Clubs. Currently, T-Mobile is a sponsor of the Pittsburgh Pirates and Seattle Mariners.

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