Closing Bell

MLB sponsors finalizing World Series activations

By Terry Lefton

MLB’s top corporate sponsors are finalizing activation plans for the World Series, which starts tonight in Houston. Longtime corporate partner A-B InBev is again staging a “Hit it Here” promotion, wherein drinking-age fans entering on Twitter #Hiththebuds can win what is defined as “free beer for a year’’ if a home run is hit into designated outfield section. Taco Bell will again stage its “Steal a Base, Steal a Taco” promotion, in which fans will get free Doritos Locos Tacos once a base is stolen in the Series. An agreement between the QSR and the Baseball HOF ensures that the first stolen base will go to Cooperstown.

Crypto exchange brand FTX will debut a spot in the Fox telecast and its logo will continue to be emblazoned on MLB umpires’ uniforms. FTX is continuing its “Moonblast” home run donation program. Every home run more than 425 feet in the postseason has been a $10,000 donation; the company is upping it to $100,000 per such homer during the World Series. The brand’s “Moon Man” spokescharacter will appear at games. The FTX brand will also be on phone wallets that are a gate premium.

Chevrolet once again will award a new car to the World Series MVP. It will be the Z06 Corvette, which debuted today. However, there will not be an infield presentation in deference to the supply-chain difficulties which have all cars in short supply.

Meanwhile, between the two World Series teams' sponsors, Astros partner ROKiT shows the highest brand affinity with the club, according to Zoomph data compiled by SBJ Atlas. Followers of ROKiT on social are 50.74 times more likely to follow the Astros on Twitter than the average MLB league follower.

TEAM BRAND AFFINITY SCORE
Braves Georgia Lottery 18.85
Georgia Power 18.25
Zaxby's 8.54
Southern Company 8.28
Bojangles 6.82
Astros ROKiT 50.74
H-E-B 13.92
Texas Lottery 13.19
Whataburger 11.85
Phillips 66 (76) 8.79
Download the
World Series brand affinity chart

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