Mattel Partners with AthLife to Launch Branded Experiences at Sporting Events Nationwide

Mattel has announced a partnership with sports and entertainment marketer, AthLife, to create branded game day activations at sports arenas nationwide. 

The collaboration launches Aug. 20 at the Boston Red Sox vs. Houston Astros MLB Barbie Night Game, closely followed by the first WNBA Barbie Night Game on Aug. 30 at the highly anticipated match between the Indiana Fever and Chicago Sky. Both games will feature themed giveaways, photo opportunities, branded jerseys, trivia, and other promotions. Later, Barbie as well as other Mattel brands plan to activate similarly with women’s and men’s teams across professional and minor leagues sports. 

“We are thrilled to partner with AthLife to blend Mattel’s iconic brands with the excitement of live sports,” says Josh Silverman, chief franchise officer, 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.” 

As a brand rooted in using its global platform to empower girls to dream big, Barbie has never been afraid to trade in heels for sneakers and take to the court, field or track, representing countless careers and roles in sports and athletics. In the brand’s 65th anniversary year, Barbie continues to remind all fans of all teams that they can be anything, welcoming them to join the year-long celebration both on and off the field, court, or anywhere else they play. 

“It’s such an incredible opportunity for the AthLife team to partner with Mattel to integrate their highly sought-after properties into sporting events,” says Katie Bancheri, director, business development and operations, 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 long-time partners at Bensussen Deutsch & Associates and OT Sports, who are critical in helping bring these comprehensive programs to life.” 

Fans can refer to their favorite team’s website for ticketing and game information.