By Charlie Laughtland
BDA blog editor

It’s no wonder FanFest has become known as “Baseball Heaven on Earth.”

Now in its 21st year as part of Major League Baseball’s All-Star Week, FanFest is five days of history, highlights and hands-on activities celebrating America’s favorite pastime. Billed as the world’s largest interactive baseball fan event, this year’s roadshow filled the 500,000-square-foot Phoenix Convention Center.

"We have to create the world's largest theme park," Reg Bronskill, executive producer for FanFest, told The Arizona Republic. "It doesn't matter what age you are. There's lots of things for people to do."

Fans can tour mini museums to learn about the game’s history, test their base-stealing skills, find out what it’s like to be a big-league broadcaster and score an autograph and a handshake from a Hall of Famer or two.

"I want people to leave here thinking that they've had a great time, that they've had their baseball dream satisfied and that they have felt truly a part of the experience," Gerard McTernan, operations director of the first FanFest in 1991, said at the time.

Since that first FanFest in Toronto, the event has expanded considerably, with new attractions introduced each year. Amongst the interactive and educational exhibits, there’s memorabilia and merchandise.

That’s where BDA, the official Merchandise Agency™ of Major League Baseball, comes in.

MLB sponsors like State Farm, Bank of America, Chevrolet, Holiday Inn, Scotts and Sony call on us to deliver premiums for the event’s 100,000 attendees and branded workwear for their on-site staff.

Promotional merchandise for a tradeshow-style event where sponsors are competing with hundreds of other booths is different from an in-stadium activation. There’s no build-up like you see with a bobblehead giveaway.

You need a product or display that catches the eye. You’ve got to impel the consumer to come over for a closer look and ultimately walk away with your logo.

This year, thousands of FanFest attendees took home a State Farm Home Run Derby replica gold baseball or a Bank of America cinch bag to carry their new collectibles.

“Events like All-Star FanFest, Super Bowl Weekend and Bracket Town during the NCAA basketball tournament are fantastic opportunities for sponsors to interact and connect with the consumer,” said Jane Biondi, director of league activation for BDA. “It’s a very captive audience. These are the type of avid sports fans who are loyal to the brands that support their favorite leagues and teams.”

[Photo courtesy of Major League Baseball.]