With MLB Opening Day upon us, baseball fans everywhere have turned their attention back to the game, anticipating what wins and losses will come to define the season. To mark the occasion, Upwork, the world’s work marketplace, has launched a new campaign centered around a favorite pastime for fans of America’s pastime: trading baseball cards.
Developed in partnership with sports marketing and media company Playfly Sports, “Upwork Talent” features New York Yankees player Anthony Rizzo and manager Aaron Boone. Instead of trading traditional baseball cards, the pair swaps Upwork in-demand talent cards, showcasing the need for the breadth and depth of skill on the platform.
“Baseball players have undisputed star power. With a new MLB season around the corner, we wanted to harness the opportunity to position our talent as stars in their own right.” said Melissa Waters, Chief Marketing Officer at Upwork. “Our creative work is always inspired by our incredible community and this latest effort continues in that tradition.” Watch below:
Anthony Rizzo noted, “I traded baseball cards my whole childhood. It was like a right of passage as a baseball fan and it was beyond exciting to team up with Aaron Boone and Upwork this year to bring that tradition back in such a unique way.”
Aaron Boone adds, “Just about every baseball fan definitely has a few trading cards still laying around, I can guarantee it. Bringing that celebrated piece of baseball fandom into the workforce with Upwork has been a fun parallel to draw and I look forward to fans getting to see it.”
“Trading cards is a longstanding baseball tradition and when thinking about how to help Upwork make a splash around Opening Day, the concept of placing two baseball stars in the fan seat to trade Upwork cards landed immediately,” concludes Craig Sloan, COO at Playfly Sports. “This role reversal positions Upwork’s candidates as the real stars and draws a clear, natural connection to baseball fans nationwide. Their unmatched engagement and loyalty are sure to elevate the Upwork brand and platform as this campaign becomes a mainstay in the 2023 season.”
The campaign will run across U.S. regional sports networks beginning Saturday, April 1st.
AGENCY: Playfly Sports
- SVP, Playfly Creates: Michael Galante
- Director, Playfly Creates: Chelsea Berris
- Director, Playfly Creates: Ka’anela Holcomb
- Production: The Vault
- Chief Marketing Officer: Melissa Waters
- VP, Brand & Product Marketing: Amanda Leach-Rouvi
- Executive Creative Director: Patrick Holly
- Senior Director, Brand Marketing: Charlie Quick
- Director, Creative Strategy: Zach Wooton
- Director, Cultural Marketing: Blair Witte
- Brand Media Director: Alison LaRocque