Tim Anderson and Bryce Harper will appear in DQ ads, competing to determine MLB’s “Official Combo Meal”Dairy Queen
Ahead of tomorrow's MLB Opening Day, Dairy Queen has signed on as the league's newest corporate sponsor. Activation will include TV ads with Phillies RF Bryce Harper, White Sox SS Tim Anderson, Padres SS Fernando Tatis Jr. and Dodgers CF Cody Bellinger. Harper and Anderson will compete to determine which is MLB’s “Official Combo Meal,” while ads with Tatis and Bellinger will tout the QSR’s “All-Star Summer Blizzard Treat” menu. DQ will also tie into grand slams; every time one is hit, consumers can win MLBShop gift cards when they engage with DQ replay content on social media. DQ will run creative in its stores and sell beverages in MLB cups.
Designations for the QSR, which has 4,300 U.S. locations, include DQ’s Stackburger as MLB’s “Official Burger” and the Blizzard as “Official Treat.” It is the first league sponsorship for DQ, which has around a dozen sports sponsorship mixed between colleges and minor-league teams, according to SBJ Atlas data. Taco Bell, which has been staging its “Steal a Base, Steal a Taco” World Series promo since '07, retains postseason MLB QSR sponsorship category rights. Dairy Queen is owned by Berkshire Hathaway, parent of fellow MLB corporate sponsor Geico.
