North America’s Major League Baseball has agreed sponsorship deals with shaving cream company Barbasol and Kingsford Charcoal.
According to the Forbes business news website, Barbasol has signed a multi-year deal with MLB. The deal begins with the upcoming 2018 season and includes brand exposure through MLB Network and MLB.com.
The company will also feature baseball branding on three million cans of its shaving cream. Products will also promote this year’s All-Star Game at Nationals Park in Washington, D.C. Barbasol will organise a sweepstakes competition whereby a fan will be given a chance to attend the game.
Forbes added that Barbasol has signed individual partnerships with MLB teams the Baltimore Orioles, Cincinnati Reds and Cleveland Indians. Barbasol replaces Gillette as MLB’s shaving cream partner. Gillette had sponsored the league since 1939.
The length of Kingsford Charcoal’s partnership with MLB, meanwhile, was not disclosed, but it will at least cover the 2018 season.
For the first time in 50 years, the opening day of the MLB season will feature all 30 teams and Kingsford is encouraging fans to take the afternoon off on this day (March 29) and enjoy a charcoal-smoked barbecue.
Kingsford will promote the initiative through the #OpeningDayIsBack campaign. The company will host a tailgate party at Globe Life Park in Arlington during Texas Rangers’ season-opener against World Series champion the Houston Astros.
Kingsford will also launch an interactive digital experience, Backyard All-Stars, which will allow fans to pair video of themselves hitting the ball to the voice of some of MLB’s most famous commentators. When fans upload their video they will be given the chance to win a VIP trip to the 2018 All-Star Game.