Mattel Partners with AthLife to Launch Branded Experiences at Sporting Events Nationwide
Mattel (NASDAQ: MAT) has partnered with AthLife to launch branded experiences at sporting events nationwide. The collaboration kicks off with Barbie-themed games in WNBA and MLB, starting August 20 at the Boston Red Sox vs. Houston Astros MLB Barbie Night Game™. The first WNBA Barbie Night Game follows on August 30 between the Indiana Fever and Chicago Sky.
These events will feature themed giveaways, photo opportunities, branded jerseys, trivia, and other promotions. Mattel plans to expand this initiative to include other brands across various professional and minor league sports. The partnership aims to enhance fan engagement and create unforgettable experiences beyond the toy aisle, aligning with Barbie's 65th anniversary celebration and its mission to empower girls to dream big in sports and other fields.
Mattel (NASDAQ: MAT) ha collaborato con AthLife per lanciare esperienze con marchi a eventi sportivi in tutto il paese. La collaborazione inizia con giocattoli a tema Barbie nella WNBA e nella MLB, a partire dal 20 agosto durante la partita MLB Barbie Night Game™ tra i Boston Red Sox e gli Houston Astros. Il primo WNBA Barbie Night Game seguirà il 30 agosto tra l'Indiana Fever e il Chicago Sky.
Questi eventi presenteranno omaggi a tema, opportunità fotografiche, maglie brandizzate, quiz e altre promozioni. Mattel prevede di espandere questa iniziativa includendo altri marchi in diversi sport professionistici e dilettantistici. L'obiettivo della partnership è migliorare l'engagement con i fan e creare esperienze indimenticabili oltre il corridoio dei giocattoli, in linea con la celebrazione del 65° anniversario di Barbie e la sua missione di ispirare le ragazze a sognare in grande nello sport e in altri settori.
Mattel (NASDAQ: MAT) se ha asociado con AthLife para lanzar experiencias de marca en eventos deportivos en todo el país. La colaboración comienza con juegos temáticos de Barbie en la WNBA y la MLB, empezando el 20 de agosto en el juego de la MLB Barbie Night Game™ entre los Boston Red Sox y los Houston Astros. El primer WNBA Barbie Night Game se llevará a cabo el 30 de agosto entre el Indiana Fever y el Chicago Sky.
Estos eventos contarán con regalos temáticos, oportunidades para fotos, camisetas de marca, trivia y otras promociones. Mattel planea ampliar esta iniciativa para incluir otras marcas en diversos deportes profesionales y de ligas menores. La asociación tiene como objetivo mejorar el compromiso de los aficionados y crear experiencias inolvidables más allá del pasillo de juguetes, alineándose con la celebración del 65° aniversario de Barbie y su misión de empoderar a las niñas para que sueñen en grande en deportes y otros campos.
매텔(NASDAQ: MAT)은 AthLife와 협력하여 전국 스포츠 이벤트에서의 브랜드 경험을 선보입니다. 이 협업은 WNBA 및 MLB에서 바비 테마 게임으로 시작되며, 8월 20일 보스턴 레드삭스와 휴스턴 애스트로스의 MLB 바비 나이트 게임™에서 시작됩니다. 첫 번째 WNBA 바비 나이트 게임은 8월 30일 인디애나 피버와 시카고 스카이 간의 경기로 이어집니다.
이 이벤트에서는 테마 기념품, 사진 촬영 기회, 브랜드 저지, 퀴즈 및 기타 프로모션이 제공됩니다. 매텔은 이 이니셔티브를 확대하여 다양한 프로 및 마이너 리그 스포츠의 다른 브랜드를 포함할 계획입니다. 파트너십의 목표는 팬 참여를 강화하고 장난감 통로를 넘어 잊지 못할 경험을 창출하는 것으로, 바비의 65주년 기념 행사와 스포츠 및 다른 분야에서 소녀들이 큰 꿈을 꾸도록 돕는 사명과 일치합니다.
Mattel (NASDAQ: MAT) s'est associée à AthLife pour lancer des expériences de marque lors d'événements sportifs à travers le pays. La collaboration commence avec des jeux à thème Barbie dans la WNBA et la MLB, à partir du 20 août lors du jeu MLB Barbie Night Game™ entre les Boston Red Sox et les Houston Astros. Le premier WNBA Barbie Night Game suivra le 30 août entre l'Indiana Fever et le Chicago Sky.
Ces événements proposeront des cadeaux thématiques, des opportunités de photos, des maillots de marque, des quiz et d'autres promotions. Mattel prévoit d'élargir cette initiative pour inclure d'autres marques dans divers sports professionnels et mineurs. Le partenariat vise à renforcer l'engagement des fans et à créer des expériences inoubliables au-delà du rayon des jouets, en ligne avec la célébration du 65e anniversaire de Barbie et sa mission d'encourager les filles à rêver en grand dans le sport et d'autres domaines.
Mattel (NASDAQ: MAT) hat sich mit AthLife zusammengeschlossen, um markenbezogene Erlebnisse bei Sportveranstaltungen im ganzen Land zu starten. Die Zusammenarbeit beginnt mit Barbie-Themen-Spielen in der WNBA und der MLB, die am 20. August beim MLB Barbie Night Game™ zwischen den Boston Red Sox und den Houston Astros startet. Das erste WNBA Barbie Night Game folgt am 30. August zwischen den Indiana Fever und den Chicago Sky.
Diese Veranstaltungen bieten themenbezogene Geschenke, Fotomöglichkeiten, gebrandete Trikots, Quizfragen und andere Aktionen. Mattel plant, diese Initiative auszuweiten, um andere Marken in verschiedenen professionellen und Amateur-Sportarten einzubeziehen. Die Partnerschaft zielt darauf ab, das Engagement der Fans zu steigern und unvergessliche Erlebnisse über den Spielzeuggang hinaus zu schaffen, was mit der Feier des 65. Jubiläums von Barbie und der Mission, Mädchen zu ermutigen, in Sport und anderen Bereichen groß zu träumen, übereinstimmt.
- Partnership with AthLife expands Mattel's reach into live sports events, potentially increasing brand visibility and engagement
- Branded experiences at major sporting events may drive additional revenue streams for Mattel
- Aligns with Barbie's 65th anniversary, potentially boosting brand relevance and sales
- None.
Partnership kicks off with a series of Barbie themed games with WNBA and MLB teams, furthering the brand’s commitment to empowering all girls
Schedule includes the Indiana Fever vs. Chicago Sky WNBA game on August 30
In the brand’s 65th anniversary year, Barbie continues to remind all fans of all teams that they can be anything, welcoming them to join the year-long celebration both on and off the field, court, or anywhere else they play. (Photo: Business Wire)
The collaboration launches Tuesday, August 20, at the Boston Red Sox vs. Houston Astros MLB Barbie Night Game™, closely followed by the first WNBA Barbie Night Game on August 30 at the highly anticipated match between the Indiana Fever and Chicago Sky. Both games will feature themed giveaways, photo opportunities, branded jerseys, trivia, and other promotions. Later, Barbie™ as well as other Mattel brands plan to activate similarly with women’s and men’s teams across professional and minor leagues sports.
As a brand rooted in using its global platform to empower girls to dream big, Barbie has never been afraid to trade in heels for sneakers and take to the court, field or track, representing countless careers and roles in sports and athletics. In the brand’s 65th anniversary year, Barbie continues to remind all fans of all teams that they can be anything, welcoming them to join the year-long celebration both on and off the field, court, or anywhere else they play.
“We are thrilled to partner with AthLife to blend Mattel’s iconic brands with the excitement of live sports,” said Josh Silverman, Chief Franchise Officer at Mattel. “Our Location-Based Entertainment team is taking fan engagement to all-new heights by bringing our properties directly to fans, creating unforgettable experiences far beyond the toy aisle. We hope to soon bring even more Mattel brands to additional teams and leagues for fans to enjoy.”
“It’s such an incredible opportunity for the AthLife team to partner with Mattel to integrate their highly sought-after properties into sporting events,” said Katie Bancheri, Director of Business Development and Operations at AthLife. “Bringing the Barbie Game Day to ballparks and stadiums truly heightens fan engagement and affords teams the ability to develop a new fanbase via the power of live sports and licensed themed-game experiences. Many thanks also to our long-time partners at Bensussen Deutsch & Associates and OT Sports, who are critical in helping bring these comprehensive programs to life.”
Upcoming dates and locations for Barbie Game Days and Barbie Night Games include:
-
Tuesday, August 20: (MLB) Boston Red Sox vs. Houston Astros at Minute Maid Park in
Houston, TX -
Friday, August 30: (WNBA) Indiana Fever vs. Chicago Sky at Wintrust Arena in
Chicago, IL -
Thursday, September 26: (MLB) New York Mets vs. Atlanta Braves at Truist Park in
Atlanta, GA
Fans can refer to their favorite team’s website for ticketing and game information.
About Mattel
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.
About AthLife
Established in 2004, AthLife is a privately owned company that holds service contracts with many sports and entertainment properties including Mattel, Marvel Entertainment, and Skybound, along with many major professional sports leagues and unions through its renowned athlete professional development services vertical. Since 2010, AthLife has helped facilitate more than 700 themed events and activations for entertainment properties with more than 200 professional and minor league sports teams. ©2024 AthLife
View source version on businesswire.com: https://www.businesswire.com/news/home/20240723852512/en/
Casey McDonald
Casey.McDonald@Mattel.com
Kristina Quintos
Kristina.Quintos@Mattel.com
Source: Mattel
FAQ
When does Mattel's partnership with AthLife for branded sporting events begin?
What types of activations will be featured at Mattel's (MAT) Barbie-themed sporting events?
Which sports leagues are involved in Mattel's (MAT) branded game day activations?
What is the significance of this partnership for Mattel's (MAT) Barbie brand?
