{"id":2400,"date":"2026-07-11T12:09:15","date_gmt":"2026-07-11T12:09:15","guid":{"rendered":"https:\/\/corporate-movers-usa.com\/?p=2400"},"modified":"2026-07-11T12:09:15","modified_gmt":"2026-07-11T12:09:15","slug":"take-me-out-to-the-gift-shop-how-the-all-star-game-has-become-a-major-league-merchandising-machine","status":"publish","type":"post","link":"https:\/\/corporate-movers-usa.com\/?p=2400","title":{"rendered":"Take me out to the gift shop: How the All-Star Game has become a major-league merchandising machine"},"content":{"rendered":"<div>\n<div>\n<div><audio><\/audio><\/div>\n<\/div>\n<p>The All-Star Game returns to Philadelphia in coming days with more than baseball.<\/p>\n<p>Read more <a href=\"https:\/\/corporate-movers-usa.com\/?p=2398\">Access to therapy is about to get easier for Pennsylvania residents who travel out of state<\/a><\/p>\n<div><\/div>\n<p>It arrives with two sprawling shopping destinations, hundreds of exclusive products, and a merchandising operation at both the Convention Center and Citizens Bank Park. Fanatics, the sports-commerce giant, will anchor All-Star Village with a flagship store, while Aramark has transformed the two-level Phillies New Era Team Store at the ballpark into a showcase of All-Star-exclusive merchandise.<\/p>\n<div><\/div>\n<div><\/div>\n<p>Like the FIFA World Cup, Super Bowl, Formula One races, and the recent PGA Classic at Aronimink Golf Club in Newtown Square, Major League Baseball treats its marquee events as multiday fan festivals. The result: The Midsummer Classic has become as much a retail event as a baseball event.<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>\u201cCommercially, it ranks in our top three events,\u201d said Jamie Leece, a senior vice president with MLB. \u201cFrom a business perspective, I\u2019d say it\u2019s our most important because we\u2019re bringing every team together in one place.\u201d<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>Unlike the postseason, where only a handful of teams remain, the All-Star Game draws fans from all 30 teams. MLB expects more than 80,000 people to visit All-Star Village over the four days.<\/p>\n<div><\/div>\n<p>\u201cWe have passionate fans who travel to multiple All-Star Games, and we also have people attending for the first time,\u201d Leece said. \u201cWe want to make sure they have an incredible experience and can find merchandise that reflects their fandom.\u201d<\/p>\n<div><\/div>\n<div>\n<h3>A temporary retail city<\/h3>\n<\/div>\n<div><\/div>\n<p>The biggest attraction inside All-Star Village may also be its biggest business.<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>Fanatics, led by Philadelphia-area entrepreneur Michael Rubin, will operate a 16,000-square-foot flagship store at the Convention Center \u2014 its largest All-Star retail footprint since Los Angeles hosted the game in 2022. The company says the store, open to ticket holders, will carry more than 400 product styles from Nike, New Era, Mitchell &amp; Ness, Homage, WinCraft, \u201947 Brand, and Fanatics.<\/p>\n<div><\/div>\n<p>The assignment is fitting for a company with deep local roots. Fanatics traces its modern growth to Rubin\u2019s King of Prussia-based GSI Commerce, which acquired the business in 2011. After eBay purchased GSI, Rubin bought Fanatics back and transformed it into one of the world\u2019s largest sports-commerce companies.<\/p>\n<div><\/div>\n<div><\/div>\n<p>Today, analysts say the privately held company expects about $13 billion in revenue this year and employs more than 22,000 people worldwide. In addition to operating licensed merchandise for the major professional leagues, it owns Topps, the baseball-card maker, and has expanded into collectibles, sports betting, live events, and media. <\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>Under a long-term partnership with MLB and Nike, Fanatics manufactures and distributes much of Major League Baseball\u2019s licensed fan apparel, making the All-Star Village store the public face of a merchandising operation that extends far beyond All-Star Week in Philadelphia. Most of the merchandise in the store was conceived, approved, manufactured, and shipped months before fans ever walked through the Convention Center doors.<\/p>\n<div><\/div>\n<p>This year\u2019s assortment leans heavily into Philadelphia.<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>The company said host-city merchandise, particularly jerseys and hats, has become an increasingly important part of every All-Star collection. Philadelphia-themed offerings include Homage\u2019s Grateful Dead-inspired Patriot T-shirt and \u201cAlways Sunny in Philly\u201d shirt, \u201947 Brand\u2019s \u201cHit That Jawn\u201d and cheesesteak-themed designs, and Sportiqe\u2019s Elton John-inspired \u201cPhiladelphia Freedom\u201d T-shirt.<\/p>\n<div><\/div>\n<div>\n<h3>Home-field advantage<\/h3>\n<\/div>\n<div><\/div>\n<p>If Fanatics anchors the Convention Center, Aramark \u2014 the Phillies\u2019 concessionaire \u2014 is treating Citizens Bank Park as a shopping destination in its own right. Its two-story shop is open daily to the public except for Sunday.<\/p>\n<div><\/div>\n<p>After the July 2 home game against the Pirates, Aramark workers cleared the store of all regular Phillies merchandise and began loading in All-Star items. The store was expanded in the offseason to about 7,500 square feet.<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>Francis Winkey, Aramark\u2019s senior merchandise manager at the ballpark, said the store has about 400 All-Star items, about 75% of them exclusive. Winkey, a pin collector himself, commissioned 84 pins, including one representing each major-league team.<\/p>\n<div><\/div>\n<p>Behind the displays is a manufacturing process that begins more than a year before the first pitch. MLB develops the event\u2019s logos and branding, then works with dozens of licensed manufacturers specializing in a wide range of products \u2014 caps, jerseys, drinkware, collectibles, and other souvenirs. Companies submit designs for league approval before production begins, often months in advance, at factories overseas.<\/p>\n<div><\/div>\n<div><\/div>\n<p>The biggest complication is that no one knows who will make the All-Star teams until shortly before the game. Most merchandise, therefore, celebrates the event or the host city rather than individual players. When player-specific products are planned, manufacturers often build in flexibility so they can be finished after the rosters are announced.<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>Take the commemorative baseballs that Winkey dreamed up. Last fall, he ordered Rawlings baseballs featuring bold All-Star graphics that intentionally had one blank panel.<\/p>\n<p>Read more <a href=\"https:\/\/corporate-movers-usa.com\/?p=2396\">The official commemorative artist of the MLB All-Star Game is a big fan of Philly food and culture<\/a><\/p>\n<div><\/div>\n<p>Once the rosters were announced, Winkey had a domestic factory finish the baseballs. \u201cWhen I knew Shohei Ohtani made the team, I could put Ohtani\u2019s name on it,\u201d Winkey said. \u201cIt\u2019s a combination of long-term planning and a short-term reaction.\u201d<\/p>\n<div><\/div>\n<p>The store carries six player editions, including Ohtani and Phillies sluggers Bryce Harper and Kyle Schwarber, for $17 a throw.<\/p>\n<div><\/div>\n<div>\n<h3>Bigger every year<\/h3>\n<\/div>\n<div><\/div>\n<p>MLB executives say the retail operation has grown alongside the event itself.<\/p>\n<div><\/div>\n<p>\u201cWhenever we\u2019ve expanded the retail space, we\u2019ve seen the business grow,\u201d said Leece, of MLB. \u201cIt\u2019s always a balancing act because All-Star Village is a celebration of baseball, not just a shopping destination. We want activations, interactive experiences, and things for fans to do beyond buying merchandise.\u201d<\/p>\n<div><\/div>\n<p>The assortment has expanded, too. \u201cWe have more licensees creating more unique items,\u201d Leece said. \u201cInternational fandom has grown significantly, so we now have fans traveling from all over the world. As the audience has expanded, so has the variety of merchandise. One category that\u2019s really emerged over the last several years is oversized chains and necklaces. They\u2019re a good example of a product category that really came out of nowhere.\u201d<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>Philadelphia\u2019s role as host city during the nation\u2019s 250th anniversary celebration also shaped the collection. \u201cIt always starts with the identity of the host city,\u201d Leece said. \u201cPhiladelphia\u2019s history aligns naturally with the Phillies\u2019 identity.\u201d<\/p>\n<div><\/div>\n<p>Across the ballpark, All-Star Village, and MLB\u2019s online stores, about 600 products will be available during the week.<\/p>\n<div><\/div>\n<p>One operational change won\u2019t be visible on the sales floor.<\/p>\n<div><\/div>\n<p>\u201cWe\u2019ll have the largest on-site retail staff we\u2019ve ever had, both at All-Star Village and the ballpark,\u201d Leece said. \u201cWe want fans to spend less time waiting in line and more time enjoying everything else the event has to offer.\u201d<\/p>\n<div><\/div>\n<p>In addition to those stores, Fanatics brand Mitchell &amp; Ness is selling All-Star merchandise at its new store at 1513 Walnut St.<\/p>\n<div><\/div>\n<p>Retail analysts say the All-Star Game occupies a unique niche in the licensed sports business.<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>\u201cThe All-Star Game is really about on-site souvenirs,\u201d said Matt Powell, founder of the sports retail consultancy Spurwink River. \u201cPeople are there and want something to commemorate the experience because it\u2019s essentially a one-off event.\u201d<\/p>\n<div><\/div>\n<p>Neil Saunders, managing director of GlobalData, said demand tends to split between wearable keepsakes and collectibles.<\/p>\n<div><\/div>\n<p>\u201cOne is simple products like T-shirts or caps linked to the Phillies or the All-Star Game,\u201d Saunders said. \u201cThe other is collectible items that can be more expensive. The real fans or those who love collecting are enthusiastic about these.\u201d<\/p>\n<div><\/div>\n<p>The All-Star retail boom reflects the growth of licensed sports merchandise into a multibillion-dollar global business. One industry estimate valued the market at $38 billion in 2025, with North America accounting for more than half of sales. Apparel remains the largest category, helping explain why jerseys, caps, and other wearable souvenirs dominate event retail.<\/p>\n<div><\/div>\n<p>Unlike merchandise driven by blockbuster trades or new uniforms, Powell said, All-Star merchandise derives much of its value from the event itself.<\/p>\n<div><\/div>\n<p>Fans aren\u2019t simply buying apparel. They\u2019re buying proof they were there.<\/p>\n<div><\/div>\n<p>Yet for all the focus on merchandise, Leece said the larger goal is creating memories.<\/p>\n<div><\/div>\n<p>\u201cI hope they slow down,\u201d he said. \u201cI hope they walk in, look around, and appreciate that they\u2019re somewhere special. This is baseball\u2019s World\u2019s Fair. It only happens once a year, and for Philadelphia it only comes around every couple of decades.\u201d<\/p>\n<p>Read more <a href=\"https:\/\/corporate-movers-usa.com\/?p=2394\">Dominick Barlow is back in Las Vegas, as a success story for the summer Sixers<\/a><\/p>\n<div><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>From Citizens Bank Park to All-Star Village, the Midsummer Classic is also a retail spectacle built around fans eager to bring home a piece of the event.<\/p>\n","protected":false},"author":1,"featured_media":2399,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,7],"tags":[],"class_list":["post-2400","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","category-restaurants"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Take me out to the gift shop: How the All-Star Game has become a major-league merchandising machine - 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