MLB has sold presenting sponsorships to both the ALCS and NLCS for the first time. A new and comprehensive five-year sponsorship with Camping World makes the RV/camping retailer the initial presenting sponsor of the championship series. It also will become the first presenting sponsor of MLB Spring Training in Florida and Arizona. The deal includes electronic behind-the-plate signage during the ALCS and NLCS and ad inventory on Fox, FS1 and TBS, as well as electronic and digital media, controlled by MLB Network and MLBAM. Camping World’s first activation behind the new deal will be a sweepstakes launching this week, offering 16 separate MLB postseason trips as prizes. In an effort to build retail traffic, entrance is at retail locations or by mail. Baseball-themed advertising is anticipated, but not likely until next season. MLB team sponsorships and individual MLB athlete deals are also under consideration. “We thought their audience of families and kids involved in outdoor recreation was a lot like ours, so we’ve been talking to Camping World for a few years,’’ said MLB Exec VP/Business Noah Garden. “The last two months, things really heated up.’’ Camping World under the deal also has the rights to make and sell some MLB licensed products through its own distribution channels. Garden said the licensing rights granted to Camping World will encompass outdoor recreational items, including pool toys and camping equipment. “If they want to sell caps, they have to go to (longtime MLB cap licensee) New Era,’’ said Garden. Camping World is expected to sell licensed outdoor equipment from MLB licensees, including Weber and Kingsford, and will eventually develop retail sections that will include its own MLB-branded products. Activation plans behind the Spring Training presenting sponsorship are largely to be determined, though Garden noted, “Spring is an important time of year for both of us.’’ Camping World has more than 135 retail locations in 36 states, specializing in RVs and camping supplies. It has been the sponsor of NASCAR’s truck series since ‘09 and it has entitled the former Citrus Bowl stadium in Orlando since ‘16.
