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Major League Baseball signs snack foods partner

North America’s Major League Baseball has entered into a partnership with Utz Quality Foods.

The multi-year deal names Utz as the official salty snack of MLB and will cover television, digital media and retail locations. The partnership marks Utz’s first with a professional sports league.

Utz will promote its products with integrated branding across the league’s broadcast and digital assets, such as MLB Network and MLB.com. Utz will also sell MLB-branded products across retail locations in the US.

Utz will also create baseball-themed packaging that will include the silhouetted batter and other official MLB marks. The packaging will be showcased on snacks such as pretzels, potato chips, cheese balls and popcorn.

Additional marketing and activation rights will be granted across MLB special events, including All-Star Week attractions such as the Color Run All-Star 5K and Geico All-Star FanFest, the post-season campaign and the World Series. Retail promotions and sweepstakes will be launched in local stores as part of the deal.

Utz also has partnerships with the Baltimore Orioles and Pittsburgh Pirates.