Handset maker Hop-on Inc. will launch its new disposable and recyclable mobile phone, the HOP1800, during Major League Baseball's 79th Midsummer Classic at Yankee Stadium.

Hop-on will have a full-page advertisement in both the National League and American League Championship Series souvenir programs and in the Official 2008 Major League Baseball All-Star Game souvenir program. The HOP1800 will be distributed to the media, baseball players and the public at the 2008 MLB All-Star week events July 11-15, including the All-Star Game and the Home Run Derby.

"There's going to be media all over Yankee Stadium, and this is the final season of The House That Ruth Built, so we're sure it's going to be a big success," said Peter Michaels, president of Hop-on, Irvine, CA.

The 79th MLB All-Star Game and All-Star Summer are expected to be record-breaking events for MLB, with expectations to reach the highest attendance figure in the event's history at over 57,000.

The All-Star Game will be televised nationally by Fox Sports, and televised around the world by Major League Baseball International.

In addition to the print advertising, Hop-on has hired a company to broadcast pictures of the phone, tell people about them as they come into the stadium and offer it for sale.

Hop-on will run similar promotions at the PGA tour and all NFL games, with advertising in every team's brochures and yearbooks.

"There's a large part of America that follows baseball, golf and football, and it's a major coup for a company like ours to advertise at these high-profile events," Mr. Michaels said. "People who are sports fans will be interested in this type of product, that's our target market.

"Families go to these games and males in the 18-40 range, it's the perfect demographic for us," he said.

Hop-on is also working on a deal with Google to launch a graphical ad campaign.

Also, the company has plans to install a button on each phone that would provide direct access to Google's free directory assistance number at 1-800-GOOG 411, bypassing carriers fees that would normally run $1.50 per call.

Hop-on focuses on producing affordable mobile phones that use GSM technology, which is compatible with 44 carriers in the United States.

Because carriers such as AT&T and T-Mobile pay the company for each consumer it activates on their respective networks, Hop-on is able to keep its price point between $10 and $20 per phone.

"It's just like a regular cell phone, the quality is the same, but we make it very inexpensive," Mr. Michaels said. "There's a niche for people who are tired of all the bells and whistles."

Hop-on focuses on the emerging and low-end markets, and claims to undercut prepaid phone competitors such as AT&T's GoPhone.

Each HOP1800 phone comes with 10 minutes of calling time. At the end of that time, the consumer has the option to buy more minutes, with per-minute rates comparable to AT&T's GoPhone.

"If you drop your BlackBerry in the water, that's $400 down the drain," Mr. Michaels said. "The HOP1800 series is great as a back-up phone, or for parents to give to their kids."

Hop-on is currently expanding into mobile gambling and SMS wagering platforms. Hop-On's exclusive software will allow users to stream live interactive feed to play poker, blackjack, roulette and baccarat on personal mobile phones.

To reduce waste, Hop-on has offered to give $5 to each consumer who returns one of its phones to the company for recycling.

"We'll donate them to emerging countries in Africa," Mr. Michaels said.