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MLB fan experience heading to London

Major League Baseball reveals plans for three-day festival which will include exclusive merchandise.

A three-day festival at Truman Brewery celebrating all things baseball – including exclusive merchandise – is among the fan experience plans outlined by Major League Baseball for the upcoming London Series.

The festival – called London Yards – will run from June 28-30, aligned with the two-game series between the Boston Red Sox and the New York Yankees (taking place at the London Stadium on June 29 and 30).

MLB is partnering with global experience agency, Imagination, to stage the festival, reports SportIndustry.biz.

It will be free to attend, with fans able to watch the games live, as well as showcase MLB’s Home Run Derby VR video game experience. There will also be an immersive baseball experience – an illuminated batting cage where players can aim to hit home runs via a tracking system from Hittrax.

Exclusive merchandise will be available from partners such as New Era, ’47 and Champion, while DJs will play music inspired by Boston and New York.

“The UK is passionate about the thrill of sports and competition, and the popularity of US sports within the UK is at an all-time high,” said Charlie Hill, vp of international strategic development at MLB. “We want to give audiences and crowds the experience they deserve if they were unable to get a ticket to see the action on-field.

“We’re thrilled to show a London audience why baseball is a sport they’ll love and Imagination are the perfect partner to do this with.”

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