Success for MLB's London Yards Festival

8 July 2019

London Yards arrives 

For three consecutive days, Friday 28th June - Sunday 30th June, Major League Baseball (MLB) took over The Truman Brewery to celebrate all things baseball with the 'London Yards' festival experience that we created. London Yards is part of MLB's London Series and took place across the same weekend as the Boston Red Sox and New York Yankees games at the London Stadium.

It captured the vibe of the baseball world and allowed fans to soak up the atmosphere, get involved and to really get close to the game. Think interactive batting games, street food, live music and beer but with a modern twist.

Interactive baseball experiences  

On Thursday, 27th June, we kicked things off in style with a VIP event. Selected guests were invited down to get a taster of the festival and try their hand at the Home Run Derby virtual-reality video game in our batting cage. Sports stars such as cricketer Alex Hales and world champion football freestyler Lady Liv Cooke were in attendance and took on the pitching machine. This head-to-head VIP competition was streamed live on Twitter with over 1.3 million people watching. 

A flavour of the US

We partnered up with several London street food vendors, such as Jake's Vegan Steaks, Claw, Capish? and Randy's Wings, who served up mouth-watering dishes inspired by New York and Boston. Pale Ale from Mondo Brewing Co – the official beer for the event was available to sip on, ensuring everyone stayed refreshed. In total over 11k pints were poured and 1.5k hot dogs were served! 

MLB gets immersive    

Exclusive merchandise from official MLB partners Champion, '47 and New Era were on sale to purchase. Visitors were able to pick up a bat and ball and try their hand at one of our four immersive batting games, and they were also able to watch the Red Sox vs Yankees game on a big screen while sipping on beer and ballpark food. 

Partnering with musical talent 

On Friday night, two of the UK's rising stars, Nadia Rosa and Lady Leshurr, took to the stage to perform two epic sets – both which went down a storm, and DJ sets were provided each day by our London-based radio station – NTS.  

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