This year’s MLB season just got a little sweeter.
Announced today, Major League Baseball and Snapple are teaming up with the beverage provider becoming the Official Tea and Juice Drink of the league.
The partnership is for two years and will cover marketing and activation rights at MLB special events including All-Star Week, the Postseason and World Series, as well as other key moments during the season.
Beyond activation, the two entities have teamed up to create a new baseball-themed product and Snapple will place baseball themed facts in their popular under the cap location.
For Snapple, this partnership means aligning their brand with an entity that is conducive to consumers of their product.
“Snapple can’t wait to add even more flavor to this great game through our sponsorship with Major League Baseball, an organization that has been producing some very innovative collaborations,” said Regan Ebert, SVP of Marketing for Snapple, in a release. “Baseball, summer and Snapple go hand-in-hand and we want to remind every American of their right to take a flavorful break while enjoying our national pastime, or anytime at all.”
For Major League Baseball, the partnership allows them to fill a slot in their inventory as well as gives them creative consumer goods opportunities that they will leverage Fanatics to help deliver custom merchandise offers on.
“Snapple is a brand that, like Baseball, evokes feelings of summertime and all the enjoyment that comes with that special time of the year,” said Noah Garden, MLB Executive Vice President for Commerce, in a release. “We continually seek out new ways of connecting with our great fans and teaming up with the creative team at Snapple is allowing us to try some unique ideas in the retail space. They are already proving to be good partners and 2018 should be a fun season with them.”
Through the partnership, Snapple acquires the rights to use official MLB logos, the collective use of Club marks, and Jewel Event marks in all communication and marketing campaigns including digital, television, offline and business-to-business. The brand will also have point of sale and advertising rights to activate, the right to use MLB marks on bottle labels, and the opportunity to execute sweepstakes and consumer promotions.