Lifestyle food brand Luvo has entered into a partnership with MLB baseball team New York Yankees.
Under the agreement, the terms of which are currently undisclosed, Luvo will be able to sell meals from selected outlets at Yankee Stadium.
It will also benefit from permanent signage in the Yankees’ bullpen and be able to use the team’s marks in promotions and advertising.
The tie-up has its roots in an established relationship between Luvo and Yankees captain Derek Jeter, who joined the company as a partner and brand development officer in January. The Forbes website said the deal was brokered by Excel Sports Management – the sponsorship agency common to both Luvo and Jeter.
Jeter announced earlier this year that this season will be his last in the MLB and his post-playing days appear set to feature a wide brief working with Luvo, including work on product development, brand awareness and charitable initiatives.
Luvo chief executive Christine Day said: “The Yankees are not just one of the premier teams in professional sports, but also one of the most valuable brands. We envision many opportunities working with the New York Yankees organisation, not the least of which includes serving our delicious food to their loyal fans. The fact this stadium is Derek’s professional home only strengthens our connection."