Minor League Baseball (MiLB) and insurer Nationwide have a new partnership making the Columbus, Ohio-based carrier the “Official Insurance Partner of Minor League Baseball.”
Financial terms of the agreement were not disclosed. Under the deal, Nationwide gets exclusive national rights in the insurance category, becomes the latest commercial partner of MiLB’s Hispanic fan engagement platform (Copa de la Diversión), and is a presenting partner of several new ownership platforms for fans.
Minor League Baseball’s Chief Marketing and Commercial Officer David Wright said MiLB has created several new platforms for Nationwide’s partnership. During May and June, the “Small Business of the Month, Presented by Nationwide” program will recognize small business owners in participating MiLB markets and a “Pet of the Month, Presented by Nationwide” will be held in July and August. In 2020, fans will also be introduced to a content series, “The Road to the Show, Presented by Nationwide,” which will follow some of baseball’s top prospects during their journeys through the minor leagues to making their Major League Baseball debuts.
Nationwide insures small businesses and, through its Veterinary Pet Insurance subsidiary, also covers pets.
Nationwide is no stranger to sports marketing. It has been an official sponsor of the National Football League, and has had marketing partnerships with the Columbus Clippers (minor league affiliate of the Cleveland Indians), Columbus Blue Jackets (National Hockey League team), the Ohio State University athletics program, and NASCAR.
“Nationwide has been an industry leader in using sports sponsorships as a way to connect with consumers and partners,” said Ramon Jones, Nationwide’s chief marketing officer.
“This new partnership with Minor League Baseball provides ample opportunities to share the Nationwide story with the more than 41 million fans that visit Minor League Baseball ballparks every year. It also allows us to showcase our insurance agents as the trusted members of the community they truly are.”
Minor League Baseball is the governing body for all professional baseball teams in the United States, Canada, and the Dominican Republic that are affiliated with Major League Baseball clubs through their farm systems. In 2019, Minor League Baseball attracted more than 41.5 million fans.
Major League Baseball is currently considering a plan to strip 29 minor league teams of their affiliation with the MLB in certain local communities across the country. According to the Boston Globe, another 13 minor league teams would be discontinued.
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