When those national television broadcasts cut to MLB replay technicians during the 2017 postseason each one will wear the same W.B. Mason-adorned apparel. It all comes as part of a new sponsorship MLB signed with the office products supplier to give the brand a larger national presence in baseball.
The multi-year partnership makes the world’s second-largest private office supplier the presenting sponsor of replay review for the postseason. As part of the agreement, in-stadium integration includes branding on signage, digital advertising and social media platforms, as does the review technicians wearing branded shirts and caps with the W.B. Mason logo.
This is the first national sports partnership for the Massachusetts-based firm established in 1898. It does have eight local partnerships with MLB teams, starting with the Boston Red Sox in 2003. Other teams include the New York Yankees, Philadelphia Phillies, Cleveland Indians, Washington Nationals, New York Mets, Pittsburgh Pirates and Tampa Bay Rays.
“Our MLB team partnerships have been a major contributing factor to our growth over the past decade. Who else but MLB for our first national sports deal?” says Leo J. Meehan III, president & CEO of W.B. Mason. “Baseball’s daily presence and broad reach is a perfect fit for us as we take this significant step in elevating our brand awareness to a national level.”
The 2017 postseason opened with the American League Wild Card Game on Oct. 3 and will continue through the World Series, scheduled to start on Tuesday, Oct. 24, at the home of the league champion with the better regular-season record.
“W.B. Mason signs are a distinctive presence at MLB ballparks in the eastern part of the country and this partnership aims to expand that recognition throughout the rest of the country,” says Noah Garden, MLB executive vice president, business. “Being a part of postseason replay reviews presents W.B. Mason with a great opportunity for visibility at a time of heightened drama and focus for fans.”
Tim Newcomb covers gear and business for Baseball America. Follow him on Twitter at @tdnewcomb.