Major League Baseball has signed a multi-platform brand and content partnership with Google, which will include the Google Assistant serving as presenting sponsor of the 2018 American and National League Championship Series.
The deal marks Google’s first-ever presenting partnership around a US professional sports league’s postseason event for the Assistant.
As part of the agreement, the Google Assistant will be prominently featured with brand exposure and creative integrations across LCS national broadcast partners Fox, FS1 and TBS; MLB media platforms such as MLB Network, MLB.com and the MLB At Bat app; and the four participant home ballparks for the National and American League Championship Series, which are scheduled to begin today (Friday) and tomorrow, respectively.
Google and MLB also will collaborate to build original content programming, showcasing how baseball fans around the world will be amplifying their own League Championship Series experiences by using the Assistant anywhere they are. More than 500 million devices are said to utilise the Assistant.
In addition to the featured content across MLB Network, MLB digital platforms and all MLB social channels, MLB will develop and deliver unique LCS-themed Instagram Stories highlighting the Google Assistant and featuring each League Championship Series and participating team, via the league’s official Instagram account.