Just over a month into the MLB season and the league has seen six new partnerships enter the scene. Adobe, Capital One, Corona, Mattress Firm, Cue Health, and Dairy Queen all have a variety of assets and activations on display in stadium and throughout MLB broadcast.
Each brand has become an Official Sponsor of the league with their own designations. What assets have these brands utilized during the season so far?
Adobe signed a deal with the MLB becoming the Official Creativity Partner of the league. Throughout the season, Adobe can be spotted during nationally televised games with signage projected in the lower bowl and in MLB emails as a sponsored partner. Right after MLB Opening Weekend, on April 11th Adobe sponsored a video on Twitter with the MLB asking fans the question “What was your favorite part of Opening Weekend?”.
Capital One, the Official Bank and Credit CardPartner of the MLB, had over five assets activated in just the first month. In some games, their logo has been projected on the back of the pitcher’s mound as well as in the lower bowl during Sunday Night games on ESPN. Capital One also sponsors on YouTub, the 2022 Game Recaps along with a video series on MLB.com known as Capital One Walk Offs showcasing the walk off wins from each game that has one.
Corona has become the Official Cerveza of the MLB. Already, Corona has leveraged the branded projected lower bowl signage, pre-roll commercials and branded social posts. As the season moves on, one can expect more custom content on MLB.com and MLB Network.
Cue Health signed a deal with the MLB becoming the league’s trusted at-home testing solution for COVID-19. The first ever Apple TV Friday Night Baseball game was co-sponsored by Cue Health and ZipRecruiter. In addition, all @MLB game highlights on their social channels that night tagged Cue Health.
Designated the Official Treat and Burger of the MLB Dairy Queen has had projected signage in the lower bowl as well as multiple social tags by @MLB. Every Grand Slam through the season will also be sponsored by Dairy Queen on social media.
Mattress Firm was named the Official Sleep Wellness Partner of the MLB. The brand will be launching sweepstakes that gives winners the chance to win VIP experiences throughout the year.