The Home Run Derby traces its roots back to 1960, when a made-for-TV sports show pitted such sluggers of the day as Mickey Mantle, Hank Aaron, Willie Mays, Ernie Banks, Rocky Colavito, Duke Snider and Harmon Killebrew in a one-on-one home run hitting contest.

But the version that morphed into the State Farm Home Run Derby as it currently exists began in 1985 (won by Dave Parker). The most memorable single round arguably was in 2008 when Josh Hamilton pounded out 28 long balls to the deepest parts of Yankee Stadium (though he lost in the final round to Justin Morneau). ESPN, which will air the State Farm Home Run Derby on July 11 from Chase Field in Phoenix, has been showing the event since 1993 but didn’t go live with it until 1998. According to ESPN, it has since become one of its consistently highest-rated programs.

The gold ball for each player’s final at-bat was introduced in 2005 when Century 21 Real Estate was title sponsor, with each home run adding a monetary value donated to a charitable cause. State Farm took over title sponsorship in 2007 and with MLB has been enhancing the competition. This year, designated team captains were able to select the other participants: David Ortiz (American League) named Adrian Gonzalez, Jose Bautista and Robinson Cano; Prince Fielder (National League) named Matt Kemp, Matt Holliday and Rickie Weeks.

Team captains have each selected a charity. The winning captain’s charity will receive a $150,000 donation, along with a $100,000 contribution to the Boys & Girls Club of America; $25,000 will be awarded to the captain’s charity from the losing team. An additional donation to be determined by the total number of homer runs and the total number of gold ball homers, will be donated to the BGCA on behalf of State Farm and MLB.

Ed Gold, advertising director for State Farm, spoke with TheBigLead.com about the marketing behind the 2011 Home Run Derby.

TheBigLead: What do you say to people who don’t regard the State Farm Home Run Derby as an authentic and competitive event?

Ed Gold: It’s a fun, competitive event, with all participants trying their best to win.  The participants are professional, highly competitive athletes. They have a sense of pride that goes with beating competitors at any time. And what professional ballplayer wouldn’t want to say they were the Home Run Derby champion? They are also competing for charity, which is an added bonus. They get the opportunity to help fans and communities get to a better state by making those charitable contributions possible.

TBL: For the first time, players involved in the Home Run Derby will be interacting with fans via Facebook and Twitter during the event. What has been the best way via marketing to get the message about the event out to people: traditional, social media, a combination?

EG: It has been a combination. We have the live event, broadcast and the “Go To Bat” consumer promotion via online/social outlets. it’s a totally integrated effort for us.

TBL: ESPN says this is consistently one of its highest-rated telecasts. How has it translated into or supported overall brand awareness for State Farm?

EG: It’s one piece of the puzzle. Certainly for those tuning in for those three hours you cannot miss that it‘s a State Farm sponsored event. And it’s the only major sporting event on that day so it gets great coverage. ESPN also does a great job of promoting it. It’s one of their highest rated non-NFL programs all year.

TBL: Based on your experiences, how important are sports alliances for companies in general as a way to connect with consumers/fans/other potential marketing deals?

EG: They are a differentiator. We are able to tap into the passions of our current customers and future prospects in ways that advertising alone does not allow. The charitable component that we’ve built in is totally in line with our brand helping people get to a better state and it allows fans to get in the game by helping to direct those contributions to their favorite charities.

TBL: Why were captains added this year?

EG: We think adding the captains was a nice touch, as it’s bringing out the best home run hitters to the event. These are the hitters fans want to see as part of the event. MLB’s done a nice job of tweaking it this way. We’re anxious to see how it goes.

TBL: If you could do a Field of Dreams and call upon any player in baseball history to participate (MLB, Negro Leagues, Japanese Leagues, etc.), who would be in your top five?

EG: No. 1 would be Babe Ruth. He was the greatest home run hitter of his era. His iconic [called shot] and hitting the home run [during the 1932 World Series] is at the heart of the Derby.

No. 2: Hank Aaron. His 755 career home runs says it all.

No. 3: Josh Gibson. He was one of the best home run hitters of the Negro Leagues, but never had chance to play in MLB. {Official stats are difficult to compile, but his plaque in the Baseball Hall of Fame puts his career total at “almost 800 home runs”].

No. 4: Sadaharu Oh. He hit 868 home runs in Japan [a world record among pro baseball leagues].

No. 5: Last of the Top Five is hard, a tough pick among Mickey Mantle, Roger Maris, Willie Mays and Barry Bonds.