Google has signed onto its second big sponsorship deal with Major League Baseball.
The tech giant has signed a multiplatform brand content partnership with the league, a deal that includes its Google Assistant service becoming the presenting sponsor of the American League and National League Championship Series.
Google’s YouTube TV service is already the presenting sponsor for the MLB World Series in a deal that runs through 2019. Google first signed on as presenting sponsor of the World Series in 2017.
The expanded postseason deal with Google includes brand integrations for Google Assistant on various broadcasts of MLB’s TV partners. They include Fox Sports and TBS, as well as MLB’s own media properties, including MLB Network, MLB.com and the MLB At Bat app.
As an example, a broadcaster may ask during the game, “Hey Google, when’s the next MLB game?”-- prompting Google Assistant to reply with the next playoff game scheduled.
The deal also includes original content showcasing Google Assistant, which will run across MLB’s media platforms. The companies will incorporate Google Assistant into special LCS-themed Instagram stories.
Google and some of its competitors in the video space have moved aggressively into sports sponsorships in recent years.
YouTube TV is also the presenting sponsor of the NBA Finals, while Hulu is now presenting sponsor of the NHL's Stanley Cup Playoffs, and Turner's coverage of the NBA playoffs, though not the finals.