Sony Entertainment turned to Alliance Sport Marketing in 2009 to promote the upcoming album release for Brad Paisley, American Saturday Night.
American Saturday Night was released on June 30, 2009. The album’s lead off single, “Then” was released in March 2009 and performed for the first time on American Idol on March 18. It went on to become Paisley’s 14th number one single and his tenth in a row.
As of the chart dated January 8, 2011, the album has sold 714,812 copies in the US. It earned a 2010 Academy of Country Music Awards nomination for “Album of the Year”.
To increase awareness and exposure for the album’s release, minor league baseball teams in various key markets played tracks from the album between innings.
CD’s were used by the team as special prizes for in-game contests, and baseball tickets were used as incentives to local radio stations.