Barrel Of The Bat: Evan Williams Bourbon Signs With MLB For Brand's Biggest Marketing Effort

Evan Williams is partnering with MLB to "launch the largest sponsorship program in the Bourbon brand’s eight-decade history," including presenting sponsorship of MLB Network’s "MLB Tonight" during the Postseason, according to Kevin Francella of BEVERAGE WORLD. The sponsorship will be "supported nationwide through digital and traditional media." National advertising will "feature a new co-branded television spot running on networks including ESPN, FS1, MLB Network, among others." A custom MLB-themed display "featuring an Evan Williams jersey, hat and Louisville Slugger baseball bat will also bring the program into retail stores nationwide." As part of the World Series sponsorship, Evan Williams will "send the grand prize winner and three friends on an all-expenses-paid trip to one game of this year’s World Series" (BEVERAGEWORLD.com, 9/22).