Utz has signed its first professional sports league partnership: a multi-year, multichannel deal with Major League Baseball.
The “official salty snack” agreement gives Utz marketing rights extending across television, digital media, retail locations and special events, starting this MLB season. The length of the contract is not being revealed.
Utz reports that it will promote its full assortment of snack products — pretzels, potato chips, cheeseballs and popcorn — with integrated branding across MLB’s broadcast and digital platforms, including the MLB Network and MLB.com.
In addition, the retail packaging for a variety of Utz products will include MLB branding and baseball themes. The brand is already promoting at least one baseball-themed product: “Baseballs” white cheddar cheeseballs (shown).
The deal includes Utz marketing exposure at MLB special events including All-Star Week’s The Color Run All-Star 5K and the Geico All-Star FanFest; as well as during the World Series, presented by YouTube TV, and the postseason.
During these events, Utz will run retail promotions and sweepstakes.