Allstate's Esurance To Fill MLB's Auto Insurance Sponsor Category

MLB today will announce that Allstate's Esurance has signed on as a new corporate sponsor. The online insurance brand will title sponsor fan balloting for the July 14 All-Star Game in Cincinnati. All-Star Game balloting this season is being conducted entirely online for the first time, matching Esurance's heritage as an online insurance pioneer. Balloting at ballparks will be held on electronic voting kiosks. Esurance also has signed Giants C Buster Posey as a spokesperson for its MLB program. The insurer will support its new MLB rights by sponsoring a new postseason TV awards show. GMR Marketing is handling for Esurance, whose MLB rights are restricted and exclusive to the auto insurance category.

An announcement designating The Hartford as another MLB sponsor is expected shortly, which would give the league two new sponsors in the marketing-intensive insurance category after not having any since State Farm left the fold following the '12 season.