By Katie Davis C oca-Cola will be swinging for more than the fences as it replaces Pepsi as the official soft drink of Major League Baseball. Coca-Cola is not looking to get into the batter’s box, but into the smart phones of baseball fans in and outside of the parks with a major league focus on digital apps and social media to get most distance from this endorsement deal. It was recently announced that Coca-Cola and MLB have come to terms on a multiyear partnership according to a statement by both the beverage giant and league. This new deal will allow Coca-Cola to connect with MLB fans through the various digital platforms operated by MLB, including the At Bat application, team sites and ballpark apps. Sandy Douglas, president of Coca-Cola North America says, “It’s innovative,” about the combined strategy to keep MLB fans engaged with the game and it’s official sponsors. “It speaks to the total transformation across marketing towards digital and not just in-park and on traditional media, but now on the go,” said Douglas. This deal should come as no surprise given that Coca-Co- la already has sponsorship deals with 18 of the 30 major league teams. The Coca-Cola deal is a bet that both partners can use tech- nology to promote the brand in new ways, Bob Bowman, president of business and media for MLB, said in the state- ment. “The partnership is focused on looking forward and connecting Coca-Cola with our fans through digital, mobile and social,” he said.
Anyway you look at it, we are sure that it will be a home run for Coca-Cola, MLB and their fans.
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SPOTLIGHT ON BUSINESS MAGAZINE • APRIL 2017
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