Mitel Tells A 30-second Case Study About Major League Baseball To Market Its Connectivity Technology

There are no direct references to Moneyball, the Michael Lewis best-seller about the use of statistical analysis by Billy Beane when he was with the Boston Red Sox, but a new TV commercial from Mitel reinforces how much goes on off the field to make Major League Baseball teams successful.

The 30-second spot, dubbed “Game of Perfection,” positions the MLB as less a provider of spectator entertainment and more of a complex web of stakeholders who need to be connected by the kind of telecommunications equipment Mitel provides.

“The game getting smarter, faster, the players better prepared, the fans hungrier for more real-time information,” the voice-over says, followed by footage that takes viewers from a coach in the Texas Rangers dugout to an office somewhere (presumably where experts are reviewing a particular play?). “The teams can be more knowledgeable, the fans better engaged.”

The TV spot follows an announcement from Mitel in February that it would transform an existing 30 independent platforms for dugout, bullpen, video review rooms and press box communications at MLB stadiums into a common, unified system featuring enhanced security and call recording capabilities. The deal established Mitel as the MLB’s Official Business Technology & Communications Partner and presenting sponsor of league-wide instant play reviews.

As you might expect with a compelling B2B customer story, Mitel has also produced a full-length case study on its work with MLB, but in terms of keeping it succinct and visually compelling, the commercial is what knocks it out of the park.