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HANOVER, Pa. — Major League Baseball and Utz Quality Foods LLC announced a new multi-faceted sponsorship agreement that extends across television, digital media and retail locations and makes Utz the Official Salty Snack of MLB.
Through this new multi-year partnership beginning this season, Utz plans to promote its full assortment of snack products with integrated branding across MLB’s broadcast and digital platforms such as MLB Network and MLB.com. In addition, as part of its first professional sports league partnership, Utz will begin selling products that feature MLB branding at retail locations across the U.S.
“As a nearly 100-year-old, family owned company, Utz is proud to be affiliated with an institution as great as MLB. We both place a great deal of emphasis on quality, family, excellence and tradition, and look forward to finding ways to bring Utz fans and MLB fans closer together,” said Tom Flocco, president and chief operating officer of Utz.
As part of the new partnership, Utz will create new, baseball-themed packaging for a variety of its products that will include the silhouetted batter and other official MLB marks for the first time. These products include classic ballpark snacks such as pretzels, potato chips, cheeseballs and popcorn. The multi-year partnership supplies Utz with marketing and activation rights across MLB special events including All-Star Week attractions such as The Color Run All-Star 5K and GEICO All-Star FanFest, the Postseason and the World Series presented by YouTube TV. During these key times on the MLB schedule, fans can expect to see Utz retail promotions and sweepstake opportunities in their local stores.
“Fans have watched baseball games while enjoying their favorite food for decades, so a fully integrated partnership with Utz and its collection of snacks is a perfect match,” added Noah Garden, MLB executive vice president, commerce. “A classic American brand, Utz potato chips, pretzels and cheeseballs are a welcome addition to the MLB lineup of sponsors.”
