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Major League Baseball

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Property Summary
Major League Baseball (MLB) is the highest level of professional baseball in the world, consisting of teams that play in the National League and the American League. The two leagues merged in 2000 into a single MLB organization led by the Commissioner of Baseball after 100 years as separate legal entities. read more
Deal
04/2017

Coca-Cola partners with Major League Baseball Coke has long held the majority of MLB team sponsorship dealsCoca-Cola has completed a new corporate sponsorship with MLB and the deal could be announced as soon as Opening Day. Coke has long held the majority of MLB team sponsorship deals, but has been frustrated in recent years, because without league rights, Pepsi had access to MLB's digital and social media channels, even as they became increasingly important. Coke’s new deal will center on those assets, along with the usual TV buys across MLB media partners. With the Angels moving from Pepsi to Coke in the offseason, the Atlanta-based beverage brand now has 18 team deals compared to Pepsi's 11 (the A's have a pouring rights deal with locally-based Zevia). Octagon Chair & CEO Rick Dudley, who had a stint with MLB, said, "Coke had all the team rights, so it makes sense to combine all those rights. From a seasonality standpoint, baseball may be the best national property for a soft-drink brand. You might argue a bit with the demo, but we’re at the point that you could say that about almost any of the big properties. This is a ‘new baseball’ off the field and they have the best bundle and best control over their digital assets of any league.’’ Specific activation plans could not be learned, but sources expect a baseball/Americana play, similar to MLB and Chevy, which has been an MLB sponsor since '05. An agency source said, "You are talking about two brands with more than 275 years of history between them, so this is going to be a summer long digital/social red white and blue All-American play behind the core brand (Coca-Cola)."

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