For some brands, SXSW is a natural environment in which to play because they have integrated lifestyle platforms or they are knee deep in mobile and technology.
This year, the league has a new Chief Marketing Officer in Michael Hand, who will run the point on an experiment called the MiLB Project Brand initiative, which is designed to enhance franchise values and create significant integrated sponsorship platforms by unleashing the combined, previously untapped power of all 160 affiliated MiLB clubs.