MLB All-Star Week 2025: See the Pitch-Perfect Experiences Brands Created for Baseball Fans

Capital One, Deer Park, Mastercard, and more brought their A-game to the Midsummer Classic.

July 30, 2025

In both the indoor and outdoor sections of the All-Star Village, booths were set up for pitching and batting simulators where fans could test how they measure up against the pros.Photo: Courtesy of Capital OneATLANTA—The 2025 MLB All-Star Game presented by Mastercard took place at Truist Park, home of the Atlanta Braves, on July 15. After nine innings, the game was all tied up and was decided by a swing-off for the first time, with the National League emerging victorious.

The game drew 7.2 million viewers, making it the most-watched All-Star event in sports, according to Nielsen, with viewership peaking at 8.1 million.

Similar to NBA All-Star Weekend, MLB All-Star Week is now a five-day event that includes the MLB Draft, which has turned into a marquee event; the HBCU Swingman Classic, which spotlights talent from historically Black colleges and universities; the All-Star Celebrity Softball Game; the Home Run Derby; and even the All-Star Red Carpet Show.

This year, the MLB also paid tribute to Hank Aaron with a special presentation to commemorate Aaron’s 715th home run. On April 8, 1974, at Atlanta-Fulton County Stadium, Aaron passed Babe Ruth to become MLB’s all-time home run leader at the time. The tribute recreated the moment through the use of projection mapping and custom pyrotechnics in the ballpark.

Leading up to the game, the Capital One All-Star Village, a massive fan experience that took place at Cobb Galleria Centre July 12-15, featured appearances by baseball legends and team mascots, Q&A panels, daily giveaways, and food trucks. There were also plenty of interactive elements for fans, including Home Run Derby VR interactive batting cages and clinics led by baseball and softball pros.

Keep scrolling to see more from the events and activations surrounding MLB All-Star Week...

Capital One All-Star Village

Capital One All-Star Village housed interactive baseball activities and experiences throughout the more than 500,000-square-foot Cobb Galleria Centre, just steps from Truist Park and The Battery Atlanta. Fans were able to make reservations for the various meet-and-greets with the All-Star Experience Pass presented by Capital One in the MLB Ballpark app.

Photo: Courtesy of Capital One

Fans could pose in front of a giant baseball that was signed by players like Willie Mays, Hank Aaron, Derek Jeter, Yogi Berra, and more.

Photo: Courtesy of MLB.com

Fans could also don a Velcro suit and simulate catching a ball right before it flies into the stands for a unique photo opp.

Photo: Courtesy of MLB.com

In both the indoor and outdoor sections of the All-Star Village, booths were set up for pitching and batting simulators where fans could test how they measure up against the pros.

Photo: Courtesy of Capital One

Deer Park Spring Water

Deer Park Spring Water created a limited-edition bottle with a design inspired by Atlanta's skyline for the event. Primo Brand's in-house creative agency The Lab produced the overarching creative campaign vision and direction. MikeWorldWide was Deer Park’s PR agency partner. Multiplier handled on-site experiential marketing, and Horizon Media, media buying.

Photo: Courtesy of Deer Park Spring Water

As part of its activations around the MLB All-Star Game, Deer Park presented a new mural in Summerhill designed and created by George F. Baker III, the local artist who the company collaborated with to design the limited-edition All-Star bottle.

Photo: Courtesy of Deer Park Spring Water

The Savannah Bananas participated in an bottle flip challenge at the Deer Park Diamond at All-Star Village.

Photo: Courtesy of Deer Park Spring Water

Deer Park presented $95,000 (in celebration of the 95th All-Star Game) to local community organizations that were nominated through a fan-driven vote including Team RWB, Food Well Alliance, and the Boys & Girls Club of Metro Atlanta.

Photo: Courtesy of Deer Park Spring Water

Topps

MKG partnered with Topps to transform a former shoe store in an abandoned mall at the Cobb Galleria into a vibrant hub for baseball fans.

Photo: Courtesy of MKG

Guests could grab exclusive All-Star cards at a dedicated point-of-sale, dive into Topps history with an educational display, create their own unique keepsakes at a "create your own card" photo booth, and rip digital card packs in the Topps BUNT app for a chance to win a high-value graded Topps card.

Photo: Courtesy of MKG

A "collectors checklist" encouraged visitors to explore every activation, earning a special Topps prize for completing the circuit.

Photo: Courtesy of MKG

Mattress Firm

Mattress Firm, MLB’s Official Sleep Partner, hosted a fitted sheet challenge where fans competed to see how fast they could put a fitted sheet onto a bed. The fastest time on each day of the three-day contest received two tickets to the All-Star Game. The company also hosted meet-and-greets with popular mascots including Blooper (from the Atlanta Braves), Mr. & Mrs. Met (from the New York Mets), and Clark the Cub (from the Chicago Cubs), alongside with Matty, the Mattress Firm mascot.

Photo: Courtesy of Mattress Firm

There were also massage chairs and popular mattresses and adjustable bases on site for fans to test out and potentially purchase, as well as a phone-charging station where fans could sit on massage chairs to “recharge” themselves and their phones. Fans could also snag custom pillowcases with the All-Star logo and Mattress Firm branding.

Photo: Courtesy of Mattress Firm

Mastercard

In partnership with Major League Baseball, Mastercard held a small business contest, where Dionna Collina, founder and CEO of ComfiArt, a local Atlanta business, won a $10,000 grant and technology and resources, including Mastercard’s Small Business Navigator and Digital Doors.

Photo: Courtesy of Mastercard

Located in the Capital One All-Star Village, Food Truck Row presented by Mastercard provided fans the opportunity to grab a bite from local Atlanta small businesses. This year’s Food Truck Row featured five local businesses including Cococakes by Coco, Finna Eat, Flavor on the Fork, Irie Mon Cafe, and Lo-Co Motion, each equipped with Mastercard Tap & Go contactless payment technology.

Photo: Courtesy of Mastercard

During All-Star Restaurant Week, Mastercard worked with culinary ambassador Marcus Samuelsson and his Atlanta restaurant, Marcus Bar & Grille, to offer cardholders special benefits.

Photo: Courtesy of Mastercard

The Players Party

On July 14, Major League Baseball Players Association (MLBPA), Fanatics, Lids, and Topps co-hosted The Players Party at Flourish Atlanta. The invite-only event featured performances by Big Boi and Quavo.

Photo: Carol Lee Rose/Getty Images for MLBPA, Fanatics, Topps & Lids

TAO provided playful food and beverage options.

Photo: Carol Lee Rose/Getty Images for MLBPA, Fanatics, Topps & Lids

Google Cloud

For this year’s MLB All-Star Game, Google Cloud teamed up with the Statcast unit of Major League Baseball to build an AI-powered tool that estimated where potential home runs might land in the stands during the game. Using data like a player's at-bat history and other real-world factors, the AI system gave fans a hint of whether they might snag a lucky homer. In addition to predicting where a home run might land, the tool suggested a few dozen messages that could be displayed on the jumbotron, scoreboards, and all the screens lining the concourse at Truist Park, like “Hey Seat 3, Row 3, Section 154. Stats show an 81% higher probability Shohei Ohtani sends a souvenir right here.” During the game, a team of human reviewers would select their favorite option and quickly make any tweaks to the language, if necessary, whether for length, word choice, or layout.

Photo: Courtesy of Google

In the days leading up to the game, Google Cloud also used the same engine to power mobile billboards that could be seen driving around the city, teasing location-specific messages to passersby. For example, a driver stuck in traffic in Buckhead might have saw: “A ball off Ronald Acuña Jr.’s bat travels 121 mph. That’s more than five times our average speed around Atlanta.”

Photo: Courtesy of Google