- Matthew Fields

With the 79th Major League Baseball All-Star Game fast approaching at Yankee Stadium, Bank of America is hoping its promotional activities leading up to the game will keep its brand top-of-mind among New York consumers.

Among several initiatives, Bank of America will present a free MLB All-Star concert on the Great Lawn in Central Park. Local Jersey boy Jon Bon Jovi, whose current "Lost Highway World Tour" is the top-selling tour in the world, will be the one to perform at the concert on July 12. Distribution of tickets began July 2 at baseball parks and events throughout the city on a first-come, first-serve basis. The bulk of the tickets will be made available at Yankee Stadium.

"Major League Baseball wants 'All-Star Summer' to be the ultimate celebration for baseball fans in New York City," said Tim Brosnan, evp-business at MLB, New York. "A free concert in Central Park featuring one of the biggest rock bands in the world will reach tens of thousands of fans and put an exclamation point on the week's many fan festivities. Bank of America has been a critical part of making this major event in New York City happen and we value our partnership."

Bank of America has also teamed with MasterCard to host the DHL All-Star FanFest on July 14.  Customers who open both an MLB checking account and credit card at one of its 65 New York Metro banking centers will receive two tickets to the event. It includes the chance to meet Yankees legends and former All-Star players. It is hosted by Fox Sports' Chris Myers.

The promotions will be supported by print, radio, online and POP, as well as a new MLB-themed TV commercial. BBDO, New York, handles. Bank of America spent $163 million on U.S. media last year (not including online), per Nielsen Monitor-Plus.

Bank of America currently sponsors four baseball organizations: MLB, Little League Baseball, Little League Softball and the National Baseball Hall of Fame. It also has deals with 12 MLB clubs including the Boston Red Sox, Chicago Cubs and New York Yankees.