• Loading stock data...
Saturday, June 22, 2024

Kansas City Royal Whit Merrifield Highlights Boulevard Brewing Campaign

Whit Merrifield Boulevard
Photo Credit: Troy Taormina-USA TODAY Sports
Whit Merrifield Boulevard

Photo Credit: Troy Taormina-USA TODAY Sports

Kansas City Royals second baseman Whit Merrifield is a major piece of a significant beer campaign by Kansas City’s Boulevard Brewing.

Merrifield, who led MLB in hits and stolen bases last season, has partnered with the craft brewer for its Unfiltered Whit campaign that promotes one of its flagship products, Unfiltered Wheat. The campaign features advertising, merchandise, a sweepstakes and plenty of player appearances. Boulevard has made the beer for 25 years, and now the brewery’s best-seller is getting a modern makeover.

According to the brewery, it’s one of the first endorsements between a Major League Baseball player and a craft brewery despite plenty of athletes loving beer and some, like former Boston Red Sox infielder Kevin Youkilis, owning breweries.

READ MORE: Crawford Bock Brings Beer and Baseball Together for Astros

As the brewery realized the “beer that built Boulevard” needed a refresh, it turned to an athlete who knows the brewery and the Kansas City community well, Boulevard CMO Natalie Gershon said. A witbier is a type of Belgian-style wheat beer, so Whit Merrifield’s name fits well even beyond the similarity to wheat.

“We joke that the campaign wrote itself,” Gershon said. “However, Whit is an amazing baseball player and a true fan of the brewery. When we got the chance to work together, the partnership came together very quickly as we both knew we wanted to do something fun, authentically Kansas City and charitably driven.”

As part of the campaign to introduce the rebranded Unfiltered Wheat, the Boulevard team and Merrifield came up with “Whit-icisms,” ultimately recording videos of the player and his life as a baseball player in Kansas City. Likewise, Merrifield’s likeness will be used on billboards throughout the Royals’ region, most notably on Boulevard’s outfield wall sign at Kauffman Stadium.

[mc4wp_form id=”8260″]

“Boulevard is an essential part of Kansas City,” Merrifield said in a statement. “I’m so proud of these iconic Kansas City partners and the opportunity to raise money and awareness for this incredible organization.”

A sweepstakes will give fans the chance to win a VIP experience for an on-field meet-and-greet with Merrifield in September plus tickets to the Royals’ Dugout Suite with Boulevard representatives. Boulevard also created new ad spots for the Unfiltered Wheat for Hulu and the Fox Sports Royals Live Postgame Show.

Finally, as part of the deal, Boulevard has partnered with Kansas City’s Charlie Hustle Clothing Co. to make Unfiltered Whit t-shirts, with a portion of the $35 tees going to the Ronald McDonald House Charities of Kansas City.

READ MORE: Less is More: How Andrew Luck Handles Off-The-Field Partnerships

“We are thrilled to team up with Boulevard Brewing and Whit Merrifield to create our spin on Unfiltered Whit and to support a great cause,” Charlie Hustle CMO Katie Martincich said. “This collaboration is near and dear to us as it embodies three things we love: synergy among KC brands, enthusiasm for local sports, and charitable contributions to a great KC foundation.”

The partnership with Merrifield deepens longstanding ties between the brewery and the baseball team. Boulevard became the “Official Craft Beer” of the Royals in 2017, which established six Boulevard-centric destinations within Kauffman Stadium and the brewery’s Smokestack in the outfield. Additionally, the brewery has rolled out the Mexican-style lager ¡Vamos! for the second year, a beer made as a salute to the Royals, complete with the branding. Royals imagery has also been used on some of Boulevard’s packaging in Missouri, Kansas, Nebraska, Iowa, Oklahoma and Arkansas.

Several other teams have “Official Craft Beer” sponsorships with breweries, so it might not be long before more players are jumping on board with endorsement deals. It’s hard to imagine any brewery, though, partnering with a player whose name lends itself toward easier branding.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Border War Intensifies: Kansas Makes Swift Move to Lure Chiefs and Royals

A bipartisan supermajority of Kansas legislators approve bonding for new stadiums for the Chiefs and Royals.
Jan 13, 2021; Washington, DC, USA; The U.S. Capitol Building is seen on Jan. 13, 2021, one week after it was stormed by a pro-Trump mob while a joint session of Congress was certifying the 2020 election victory of President Elect Joe Biden.

House Committee Sends Bill Banning College Athlete Employment to House Floor

The bill has gone further than any other athlete compensation legislation.
May 10, 2024; Lake Forest, IL, USA; Chicago Bears quarterback Caleb Williams during a press conference before Chicago Bears rookie minicamp at Halas Hall.

Caleb Williams Launches Investment Firm Before Signing a Bears Contract

Williams announced 888 Midas for private equity, VC, and real estate deals.
podcast thumbnail mobile
Front Office Sports Today

How Women’s Sports Media is Charting Its Own Path

0:00

Featured Today

Jan 3, 2022; Pittsburgh, Pennsylvania, USA; General view of the NFL shield logo signage before the Pittsburgh Steelers host the Cleveland Browns at Heinz Field.

Odds Stacked Against NFL in Multibillion-Dollar Sunday Ticket Trial

Why the class action trial does not look promising for the league.
Jan 7, 2024; San Francisco, California, USA; Toronto Raptors forward Jontay Porter (11) takes a three-point shot against the Golden State Warriors during the second half at Chase Center.
June 9, 2024

‘Bound to Happen’: The Age of the Sports Betting Scandal Has Arrived

A banishment, betting scheme, and guilty plea all in one scandal-filled span.
June 8, 2024

‘Experimental in Nature’: The Rapid, Confounding Rise of Streaming Bundles

Here’s why confusion continues to outweigh solutions in the streaming package boom.
June 2, 2024

The Nostalgia Market: Michael Jordan’s Memorabilia Remains Coveted, With Caveats

Due to scarcity, and sometimes, items’ undisclosed whereabouts, this world has limitations.

Everything You Need to Know About the Schism Rocking Competitive Eating

The business story about hot dogs that you never knew you needed.
May 21, 2024

Lawsuit: Florida Football Coaches Made False NIL Promises

The quarterback says UF backed out of a $13.85 million NIL agreement.
June 12, 2024

Fanatics Dives Into Ultra-Niche With G League Trading Cards

The company will take over the NBA license in 2025.
Sponsored

How HOKA is Reimagining the NIL Relationship

HOKA, the renowned athletic footwear and apparel brand, is betting on a new reality with NIL.
May 8, 2024

Candace Parker Joins Shaq, Iverson in Court-to-Sneaker Boardroom Pipeline

Parker was named president of Adidas women’s basketball Wednesday.
April 16, 2024

The WNBA Has Huge Ambitions as Caitlin Clark Finally Comes Aboard

Commissioner Cathy Engelbert is aware of the moment in front of the league.
March 11, 2024

WWE Borrows From UFC, Puts On-Mat Advertising in the Ring

The wrestling outfit is learning from its MMA counterpart’s playbook under the TKO Group.
Drew Brees smiling while wearing hat
December 2, 2022

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.