T-Mobile was front and center at the MLB All-Star Game for the second consecutive year earlier this month in Miami, trying to hit a marketing campaign out of the park with a series of magenta-inspired events.

The world’s third-largest wireless carrier, which reported 1.3 million customer additions and record service revenues during its Q2 earnings call last week, was in South Beach giving fans unique ways to #ScoreUnlimited baseball with chances to win Home Run Derby tickets via in-market activations with Marlins star Giancarlo Stanton. Additionally, there were player-and-logo inspired haircuts, bracket challenges for a chance to win World Series tickets and on-field Magenta Lounges with behind-the-scenes access during the week. The multifaceted campaign culminated with their title sponsorship of the derby.

“When evaluating any partnership, we look at a lot of things, and a big one is fan engagement,” Andrew Sherrard, executive vice president and the chief marketing officer of T-Mobile, told AListDaily. “Anyone can share content, but is it fun and authentic—and are they engaging fans? MLB shares similar qualities when it comes to providing fans and customers with more access to the things they love, so we have a lot of fun with this partnership.”

The All-Star Game marketing, which had portions livestreamed on a screen above the company’s Times Square store, is complemented with T-Mobile commercials starring Giancarlo Stanton, Bryce Harper and Nelson Cruz. Sherrard says the strategy this year is all about creating fun content that resonates with baseball fans of all ages.

“Baseball’s fan base is as uniquely expansive as its talent, and we love working with MLB and the players to reach that audience,” Sherrard said. “The sport has had a big year, and while a lot of young stars are shining, we saw some great veteran performances during All-Star Week as well.”

This year’s derby certainly got a jolt with a scintillating performance by ball-smashing New York Yankees rookie outfielder Aaron Judge, who’s quickly become one of the game’s most marketable stars. The derby was the most-watched since the 2008 edition, and fans who tuned in saw one particular color dominate the landscape at Marlins Park.

“For those who don’t know T-Mobile, they know our magenta hue, and associate it with the brand—even if they call it pink,” Sherrard says. “It’s an incredibly unique color for a brand, and something we embrace 100 percent. With everything we do, there is a lot of magenta, so extending this is huge from a brand recognition standpoint.”

T-Mobile’s magenta has hit nine different baseball teams by way of procured partnerships—Los Angeles Angels, Seattle Mariners, San Diego Padres, Cleveland Indians, Boston Red Sox, Washington Nationals, Atlanta Braves, Minnesota Twins and Miami Marlins—and 11 big leaguers—Bryce Harper, Giancarlo Stanton, Nelson Cruz, Evan Longoria, Justin Turner, Miguel Sanó, Dexter Fowler, Brandon Philips, David Peralta, Khris Davis and Mike Napoli.

Sherrard added that T-Mobile’s MLB.tv Premium offer since the start of the season has delivered an estimated value of $45.2 million to customers with over 600,000 hours of streaming this season alone.

“All-Star Week is an experience in itself. You have fans traveling to see their favorite players, local fans and then a massive national broadcast audience, where many are also consuming content digitally and on mobile devices, and engaging on social media throughout the events. It’s about creating a totally different and enjoyable campaign to reach baseball fans wherever they are—spanning across broadcast, digital, social, in the stadium and regionally,” Sherrard said. “As the Un-carrier, we’re all about giving our customers more of what they want. So with everything we do, we look at what’s important to our audience.”