• by Tanya Gazdik , June 14, 2016

Esurance is adding to its baseball-related marketing, signing a multi-year partnership with Minor League Baseball to make it the only brand to sponsor both Minor and Major League Baseball.

As part of the partnership, Minor League Baseball and Esurance created the Esurance Call-Up Worthy platform, which will launch exclusively on MiLB.com and the MiLB club Web sites. The platform will celebrate that iconic moment when a player is called up to Major League Baseball, highlighting their journey through shareable digital and social content such as virtual trading cards, video highlights, and the Esurance Farm Report.

In addition to the national partnership, Esurance will partner with a number of MiLB clubs, yet to be announced.

“As Minor League Baseball continues to look forward and create unique platforms, a partnership with Esurance gives us yet another opportunity to connect with our millions of fans in a modern way,” said David Wright, chief marketing and commercial officer for Minor League Baseball, in a release. “Every player that progresses on his path through Minor League Baseball has a unique story, one that we look forward to telling through this partnership. As players go from being #CallUpWorthy to #ASGWorthy, we are proud to have Esurance as the single brand currently aligning with MiLB and MLB.”  

Throughout the season, Esurance will reveal other key programs as part of the sponsorship, including MiLB players as Esurance brand ambassadors;  Esurance Rising Star Students, with support from MiLB Charity Partner Big Brothers Big Sisters of America; Esurance September Call-Ups, leading up to the Major League Baseball postseason and the Esurance Home Field Advantage Award, recognizing the MiLB club with the highest percentage capacity in each of its 14 leagues.

“Our partnership with Minor League Baseball extends the fantastic experience we’ve had with the sport and its passionate fans, while introducing millions more to our brand and modern approach to home and auto insurance,” said Alan Gellman, chief marketing officer at Esurance, in a release. “We’re proud to work with MiLB to modernize the fan experience as they follow baseball players throughout their career journey—from their first MiLB game to their call-up celebration. Through our partnership, we also have the opportunity to connect with local communities across the U.S. to recognize rising all-stars and hometown fans.”