MLB partners with Snapple
Expect baseball-themed beverages this summer from Snapple, the new official tea and juice drink of Major League Baseball.
The two-year partnership begins with the 2018 season and supplies Texas-based Snapple with marketing and activation rights across MLB special events, including All-Star Week, the postseason and World Series.
As part of the sponsorship, Snapple and MLB will release a new, baseball-themed product offered for a limited time. Dozens of the “Snapple Facts,” located under the bottle caps, will turn baseball specific as part of the deal, and Fanatics will create a special merchandise offer on Snapple products.
“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, Snapple's senior VP of marketing. “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.”
Noah Garden, MLB executive vice president, commerce, said Snapple is a brand that evokes feelings of summertime.
“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,” he said. “They are already proving to be good partners and 2018 should be a fun season with them.”
Smart Front Offices Are Taking Advantage Of The Minor League Rule 5 Draft
With less roster restrictions to deal with, smart front offices are identifying talent in the minor league phase of the Rule 5 Draft.
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.
Tim Newcomb covers gear and business for Baseball America. Follow him on Twitter at @tdnewcomb.