Executive Summary
Delaware North, the proud F&B and Retail partner for the Texas Rangers at Globe Life Field, added to the excitement on the field at the 2024 All-Star Game with a showstopping retail showcase featuring products from 13 brands, including Peter Millar, Pro Standard, and the Wild Collective. Through these partnerships, Delaware North developed over 75 custom pieces of merchandise ranging from novelties to headwear and apparel that allowed the MLB, Texas Rangers, and individual retail partners to extend their brand’s reach to new audiences.
Partners were carefully chosen not only for their creativity and quality, but unique and diverse styles that allowed the full catalogue of products to cater to the equally diverse audience of the All-Star Game. Artist Caroline Stroud’s live painting event on the Suite Level, commemorated on custom Onward Reserve shirts, as well as in-person representation from Peter Millar added an interactive element to the premium fan experience. Delaware North sold over 1600 premium apparel and accessories in two days, highlighting the value fans found in these exclusive products.
Social media collaborations extended the reach of these exclusive products, garnering over 2.2 million impressions and reaching 1.5 million accounts. The inclusion of non-traditional merchandise like Kendra Scott jewelry and Wild Collective denim jerseys highlighted new ways to represent your favorite team, especially among female fans.
Delaware North’s 2024 All-Star collection embodied variety, exclusivity, and value, thanks to strong collaborations with retail partners, MLB, and the Texas Rangers, creating a memorable and standout retail experience.
Submitting Organization: Delaware North
Photo Credits: Kendra Scott, Pro Standard, Delaware North, Lusso, The Wild Collective, Peter Millar, and La Lumiere NY
Detailed Nomination
As the proud F&B and Retail partner to the Texas Rangers at Globe Life Field since 1994, Delaware North saw the 2024 All-Star Game as an opportunity to showcase how we are contributing to the evolution of the MLB fan experience – especially in the retail space. All 30 MLB teams were represented in the Grand Slam Team Store, along with exclusive All-Star 2024 merchandise developed in partnership with 13 apparel and accessory brands: Nike, New Era, ’47 Brand, Onward Reserve, Pro Standard, La Lumiere NY, Lusso, Peter Millar, TravisMathew, Tiny Turnip, Kendra Scott, Solar Eclipse, and the Wild Collective. In total, over 75 custom SKUs were developed for this event, including apparel, novelties, and headwear. For Peter Millar and TravisMathew, this marked their MLB event debut. Peter Millar even sent representatives to engage with fans during the event and share the premium polo line developed with Delaware North exclusively for in-venue purchasing.
Each custom piece designed paid homage to the host state. Merchandise included as many iconic references to Texas as possible, from slogans like “Everything is bigger in Texas!” to animals like armadillos and livestock, and, of course, Texas’ famous cowboy Big Tex. Each partner was able to blend Texas’ culture and the MLB’s All-Star Game branding with their own signature style, providing a wide variety of apparel and accessories to fit the highly geographically and socially diverse audience base that the All-Star Game attracts.
For the fans, this creates an exclusive, unique retail experience where they were able to find items that match their own personal style. This provides an improved sense of value for the fan, who see their purchase as having more longevity outside of the All-Star Game. How do we know? Among premium brands alone, Delaware North sold over 1600 units of apparel and accessories in just two days.
Delaware North also featured artist Caroline Stroud on the Suite Level where fans were able to watch her paint a custom commemorative painting live that was then applied to the back of an Onward Reserve shirt. For Onward Reserve, who often features previously-completed art on their merchandise, this marked the first collaboration with live artist t-shirt painting.
Outside of the ballpark, these partnerships continued to drive attention. Through social media collaborations with brands, influencers, and players’ families, these exclusive MLB products received over 2.2M impressions on social media, reaching over 1.5M accounts. With reach that broad, it opens up the MLB and Rangers brands to entirely new audiences – an invaluable result. With non-traditional merchandise like Kendra Scott jewelry and a Wild Collective denim zip-up jersey featured, this expands the perception of what it means to be represent your MLB team. It can be sporty or chic, traditional or fashion-forward.
With the rise of legacy brands licensing team marks and independent creators selling team merchandise, the sports apparel market is quickly becoming saturated with products of widely varying quality. Delaware North’s clients and their fans trust us with their brand and hard-earned money to sift through the noise and create a retail program based in quality, not quantity. To us, however, that’s just table stakes. We lean on our strong network of retail partnerships to curate innovative, premium retail experiences that feel fully authentic to the team’s brand and exemplify three core tenants: variety, exclusivity, and value. Delaware North’s 2024 All-Star collection easily checked all three of those to bring an unforgettable retail event to fans – all thanks to strong collaborations with our retail partners, the MLB, and the Texas Rangers. Truly, an All-Star team.
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Delaware North 2024 MLB All-Star Retail Partner Testimonials
“The Wild Collective and Delaware North joined forces to create an electrifying All-Star retail experience that redefined the game. From the exclusive merchandise drop to a powerhouse social media strategy, influencer collaborations, and next-level hype, this partnership delivered a fan experience like never before—setting a new standard for success in sports retail.”
Whitney Bansin – CEO, The Wild Collective.
“Tiny Turnip and Delaware North teamed up to bring an unforgettable All-Star retail experience to life, blending creativity, community, and the love of the game. From exclusive, hand-drawn designs to engaging fan interactions and a buzz-worthy presence, this collaboration knocked it out of the park—setting a new standard for passion-driven sports retail.”
Rachel Luzi – CEO, Tiny Turnip
“The Delaware North team has always worked closely with Peter Millar to plan and execute our brand image. We have collaborated with them over the years to create custom prints, personalized signage, and activations in stadium. They are a great partnership and we look forward to working and growing across properties together.”
Sarah Barsaleau – Senior Manager Special Markets, Peter Millar
“We’re honored to partner with Delaware North and the Texas Rangers for the 2024 MLB All-Star Game. A big thank you to Caroline Stroud for bringing her unique talent to life with the live painting, which became the centerpiece of our special edition t-shirt in the Rangers Team Store. We’d also like to thank [the Delaware North Sportservice Retail team] for the brilliant idea that helped bring this project to life. Thank you to everyone involved for making this such a memorable experience.”
Cody Lee – Collegiate and MLB Sales Manager.
