Snapple pens juicy deal with Major League Baseball
Snapple, the beverage brand owned by the Dr Pepper Snapple Group, is to sponsor North America’s Major League Baseball after agreeing a two-year deal with the league.
The brand becomes the official tea and juice drink of MLB from the 2018 season onwards.
The agreement allows Snapple marketing and activation rights across MLB special events including the All-Star Week, the post-season and showpiece World Series.
Snapple will also release a new baseball-themed product, while Fanatics, the MLB’s e-commerce partner, will create a special merchandise offer for select Snapple products.
The deal covers 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.
Snapple 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.
In April last year, Coca-Cola, the beverage giant, became the official soft drink of MLB replacing rival Pepsi, in a new long-term deal.