2023 MLB ALL-STAR WEEK

Hosting MLB All-Star Week was an opportunity to introduce Seattle and the Mariners to millions of fans around the world. From the first campaign more than a year before the event through the final out of the All-Star Game, our focus was on building excitement, growing the club's owned audiences, and making Seattle feel like the center of the baseball world.

THE LOGO DROP

Nearly a year before All-Star Week, we partnered with MLB on the league's first-ever club and league co-created All-Star logo reveal campaign. Rather than simply unveiling the logo, we treated it like a major marketing moment, building anticipation through strategic teasers, partner activations, experiential activations, in-park execution, and a coordinated rollout across our owned channels.

• 8.5M+ impressions

• MLB's first league and club co-created All-Star logo reveal campaign

• Drove a sellout crowd for the 2022 logo reveal game at T-Mobile Park

ALL-STAR WEEK

Once the event arrived, the focus shifted from building anticipation to capturing the experience in real time. Content centered on player access, behind-the-scenes storytelling, celebrity appearances, and showcasing Seattle through the lens of the Mariners. Our goal was to tell the story through the club's voice and create coverage that felt uniquely Seattle while introducing the team to new fans around the world.

Throughout the week, our team produced content across social media, digital, communications, and owned platforms that highlighted the city's energy, celebrated the players, and gave fans an inside look at one of baseball's biggest events.

THE RESULTS

• 459 posts generated 1.34M engagements and 34.3M impressions (July 2–14)

• +28,839 followers across owned social platforms during All-Star voting and All-Star Week

• Email and text audiences finished 2023 at 505K and 37.3K subscribers, both exceeding preseason goals