MLB signs first hot dog sponsor, partners with lifestyle brand

Major League Baseball has agreed a sponsorship deal with fast food restaurant chain Nathan’s Famous, while the North American league has also entered into a partnership with lifestyle brand The Honest Company.

Terms of MLB’s agreement with Nathan’s Famous, which will serve as the league’s first-ever official hot dog, were not disclosed.

As part of the agreement, Nathan’s Famous will support MLB’s Play Ball initiative, which promotes baseball and softball participation in all forms, with a particular focus on young people.

The partnership will also include sweepstakes and promotional offers, which Nathan’s Famous will roll out during the summer.

Nathan’s Famous also serves as the official hot dog of MLB teams the Miami Marlins, New York Mets, New York Yankees and St Louis Cardinals, and as the official beef frank of the Cincinnati Reds.

Through its partnership with The Honest Company, MLB will launch ‘Born a Fan’ team nappies. The collection will include branded nappies from the Chicago Cubs, Boston Red Sox, Los Angeles Dodgers, New York Yankees, San Francisco Giants and St Louis Cardinals.

Each eco-friendly nappy will feature team-inspired iconography and logos. The products are initially being sold by US retail store chain Target.

The Honest Company was founded by actress and baseball fan Jessica Alba and the MLB deal represents its first partnership with a professional sports organisation.

Noah Garden, MLB executive vice-president of business, said: “Families are a foundation of our fan base and we always strive to give them as many options as possible to support their favourite teams. This creative collaboration with Honest does just that. This is also a unique opportunity to spread our environmental efforts to a growing area of the business.”