The Print & Promo Present at Philly’s MLB All-Star Game

Brendan Menapace

Key Takeaways

• Philadelphia turned the 2026 MLB All-Star Game into a citywide brand activation by using large-scale print graphics, signage and iconic local imagery to create memorable fan experiences.

• Print played a central role throughout the event, from oversized baseball cards and a Liberty Bell player entrance to a Declaration of Independence-inspired lineup card that reinforced the city’s identity.

• The event demonstrates how distributors can use print and promotional products together to create immersive, interactive brand experiences that connect audiences with both a location and a brand.

It was print’s biggest night – the moment the entire industry was waiting for, eagerly looking forward to seeing print take center stage.

That’s right: It was the MLB All-Star Game.

Philadelphia has a history in print. It is, after all, the city in which Ben Franklin published his works like “Poor Richard’s Almanac,” and where the country’s first magazine and daily newspaper were printed. It’s also home to one particularly famous piece of paper, the Declaration of Independence.

With all of that, it seems very fitting that Philadelphia incorporated a bit of print into its pageantry for the MLB All-Star weekend.

Even before the first pitch was thrown and the first bat was swung, Philly was decked out in all things All-Star Game – a quick turnaround from all of the decorations from the FIFA World Cup.

Around landmarks like city hall and Citizens Bank Park, a 2026 All-Star Game sign was put in place. Banners were hung on city hall, as well as the art museum. Like the city did for the World Cup, too, the steps themselves became a giant sign when viewed head-on.

At Independence Hall, the red carpet event kicking off All-Star weekend included a fun print integration, where each player walked out behind someone carrying a massive baseball card, taking one of the most famous print products and collectibles in the world and scaling it up to meet the size of the event.

At the ballpark, each All-Star player was introduced and left through a Liberty Bell-shaped print display, which pulls in the theme of the host city and its own imagery just like any brand activation would use components of a brand’s imagery and story to create a large-scale physical manifestation of it.

Once the players walked out onto the field, they signed a physical lineup card that, you guessed it, looks like the Declaration of Independence. You couldn’t have an event in Philly this close to July Fourth without somehow incorporating the most famous print document in the nation’s history.

The All-Star Game is a massive event. But, at its heart, it’s another brand activation. The brand is Major League Baseball and Philadelphia. It’s sort of co-branded in that way. The use of local imagery and interaction with players and fans amplifies both brands in a fun and memorable way. This is something that all distributors can do for their customers regardless of what their brand specializes in. Look for every opportunity for eyes and engagement, and meet the moment with well-thought-out print and promotional products.

Speaking of fan engagement, we can’t forget what GEICO did for fans in the stands. At each seat in the outfield, fans would find an oversized baseball glove, just in case one of the sluggers hit one in their direction.

Through a mix of print displays and interactive elements that covered multiple tourist attractions in the city, the All-Star Game was a Philly-wide brand activation that centered around the game, but represented a lot more than just nine innings.

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