Mattel Enters Sports Partnership with AthLife

Mattel has entered a partnership with sports and entertainment marketer AthLife to create branded game-day activations at sports arenas around the U.S.

The collaboration’s first event will be on August 20 at the Boston Red Sox vs. Houston Astros MLB Barbie Night game, followed ten days later by a WNBA Barbie Night game. Both events will feature themed giveaways, photo opportunities, branded jerseys, trivia and other promotions.

Later, Barbie and other Mattel brands plan to activate similarly with women’s and men’s teams across professional and minor leagues sports.

The Red Sox vs. Astros game on August 20 will take place in Houston, Texas. The August 30 WNBA game will see the Indiana Fever play Chicago Sky in Chicago, Illinois. There will be another Barbie activation on September 26 when the MLB’s New York Mets play the Atlanta Braves in Atlanta, Georgia.

“We are thrilled to partner with AthLife to blend Mattel’s iconic brands with the excitement of livesports,” 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 longtime partners at Bensussen Deutsch & Associates and OT Sports, who are critical in helping bring these comprehensive programs to life.”