Capital One MLB partnership turns All-Star Week into loyalty pitch

The Capital One MLB partnership was on display during Major League Baseball’s All-Star Week in Philadelphia, where the bank used fan access, cardholder perks and local business promotion to strengthen loyalty. Fortune reported that Capital One’s role at All-Star Village fits a wider push by card issuers to make rewards feel more personal as credit card offers become harder to tell apart.

Capital One was the title sponsor of All-Star Village at the Pennsylvania Convention Center from July 11 to July 14, according to Fortune. The event covered about 500,000 square feet and included interactive exhibits, youth baseball activities, player tributes, food vendors and family-oriented programming.

MLB said 111,616 people attended this year’s All-Star Village, the strongest turnout for the event since the 2022 edition in Los Angeles, Fortune reported. Capital One cardholders received benefits that included early entry, free admission for eligible customers and higher-end experiences connected to the Venture X Business card.

What is Capital One's MLB partnership?

Capital One became MLB’s official bank and credit card partner in 2022, Fortune reported. The company agreed to a five-year MLB arrangement worth about $125 million, according to reports cited by Fortune, though Capital One did not discuss the financial terms.

Amit Desai, Capital One’s senior brand and sponsorships director, told Fortune the company expects the MLB relationship to continue for a long period. Fortune reported that this year was Capital One’s fifth All-Star activation and its fourth year as title sponsor of All-Star Village.

The company is also the presenting sponsor of the World Series, Fortune reported. Desai said Capital One runs marketing tied to baseball through the season, including advertising with former Yankees shortstop Derek Jeter.

Why sports access is part of the credit card fight

Capital One executives told Fortune that live events can create a stronger customer bond than standard rewards alone. Jason Krieger, vice president of customer management for business cards and payments, said in Philadelphia that the company is trying to offer experiences beyond financial products and use MLB to reach entrepreneurs, fans and cardholders.

Desai told Fortune that experiences can encourage both loyalty and card use. One example at All-Star Week was a private meeting with former Philadelphia Phillies players Ryan Howard and Jimmy Rollins, according to Fortune.

The broader rewards business is also expanding. A ResearchAndMarkets report cited by Fortune projects the loyalty programs market will reach $44.73 billion by 2029, while competitors such as American Express are adding cardholder benefits of their own.

How local businesses were included

Capital One also used All-Star Week to promote Philadelphia small businesses, Fortune reported. Branded electric Moke vehicles carried fans between All-Star sites and displayed businesses including Fontana Candle Company and The Ceramic Shop.

Krieger told Fortune the effort was tied to the pressure small businesses face in an uncertain economy, where visibility and customer acquisition can be especially valuable. He said support beyond financial tools can help entrepreneurs promote their brands and bring in local traffic.

MLB’s chief marketing officer, Uzma Rawn Dowler, told Fortune that the league sees partnerships as more than logo placement. She said MLB wants sponsors to help tell the league’s story, and said Capital One does that through the way it activates the baseball relationship.

This story draws on original reporting from Fortune.