Yankees open new sponsor category with HotelTonight deal

Last-minute hotel booking mobile application HotelTonight has partnered with Major League Baseball franchise the New York Yankees for the 2017 season.

The deal is among the first major US sports sponsorships for the company. HotelTonight recently partnered with English Premier League football club Chelsea.

Under the agreement, the hotel app will receive in-stadium signage and branding, as well as digital and social campaigns and promotions.

"Baseball fans and specifically Yankees fans are among the most loyal and well-travelled in sports, so we're hopeful HotelTonight's selection of great hotels and last-minute deals will enhance their fan experience wherever they are," HotelTonight's chief marketing officer, Ray Elias, said.

Yankees vice-president of partnerships, Bryan Calka, added: "Fans come to Yankees games from all corners of the globe, so it makes perfect sense to align with HotelTonight. The app will allow our fans the flexibility to secure hotel reservations while enjoying a Yankees game."

HotelTonight recently extended its proximity-based discount feature, GeoRates to attendees at Yankee Stadium, with special deals bookable from smart phones during and after games.

The Yankees are said to have the largest fan base of any professional sports team in the United States, with more than 30 million fans nationwide. Nearly 80 per cent of those fans live outside the Tri-State area (New York, New Jersey and Connecticut). Fifty-seven per cent of Yankees game attendees based in the Tri-State area reside outside of New York City.