• by Danielle Oster , Yesterday

Spectrum is now the official telecommunications partner of its hometown St. Louis Cardinals.

The Charter Communications brand entered into a multiyear marketing agreement with the MLB team for undisclosed terms.

As part of the new sponsorship agreement, Spectrum will gain English and Spanish-language advertising rights for Cardinals radio broadcasts, the team’s website and social media channels, and use of the Cardinals’ team logo. Spectrum will also gain sponsorship of the Cardinals’ pitching changes during home games at Busch Stadium, as well as prominent OOH signage inside the ballpark — including “visible displays on home television broadcasts behind home plate and on the outfield wall pad in left field,” according to a release announcing the news.

Charter Communications is currently headquartered in Stamford, Connecticut, but was originally founded in St. Louis in 1993. According to the company, it is the largest “connectivity provider” in the region.

In a statement, Spectrum CMO Sharon Peter’s said that the new marketing agreement provides the brand with “a powerful platform to engage with fans, support the local economy and celebrate the passion that defines this community."

“This partnership is a natural fit given Spectrum's deep ties to the St. Louis area and both organizations' shared passion for connecting fans and reaching them in dynamic new ways,” added Joe Pfeiffer, Cardinals vice president, corporate partnerships.

While financial details of the agreement were not disclosed, the timing of the deal suggests Spectrum likely paid far less than they might have during more successful seasons for the franchise.

The agreement comes as the struggling Cardinals are in the midst of multiyear franchise rebuild, and the tail end of a transitional season ahead of Chaim Bloom taking over as head of baseball operations after the end of the season. The team is also reported to be facing historically poor attendance for its home games this year, as well as a similar drop off in viewership. If the Cardinals’ rebuilding efforts lead fans to flock back to the ballpark in the coming seasons, investing in the partnership now means Spectrum could reap the rewards as well in the years ahead.