National Car Rental this week announced team-level deals with three MLB clubs – the Royals, Mets and Angels – to go along with a sponsorship of the Cardinals announced earlier this season. Financial terms of the deals were not disclosed, but National receives category exclusivity and the right to use team marks. The company will offer members of the four organizations – players, coaches and staff – access to special rates and its frequent-renter program. National VP/Brand Marketing Rob Connors said the multiyear deals may grow to include additional activation in the coming years, but there are currently no specific plans. The Royals, Mets and Angels deals are through '17 with team options to extend through '18. The Cardinals deal is for five years through '19.
The focal point of each deal is outfield-wall signage, which Connors said is desirable for exposure on nationally televised highlight shows. Connors: "We like to be on the outfield wall because there tend to be a lot of great plays out there. We wanted to show up on ESPN." He added the deals offer National the opportunity to reach frequent travelers, who typically rent vehicles for business trips and have six-figure annual incomes. Other sports partnerships for National include the PGA of America, the LPGA and golfer Keegan Bradley.
