Miracle Whip Partners With Elderly Women's Hoops Team Recently Featured On ESPN

Miracle Whip has signed a partnership with the San Diego Splash, a "women's basketball team whose players are all over 80," according to Robert Klara of ADWEEK. Kraft Heinz Dir of Marketing Matt Carpenter credits ESPN for "bringing the Splash to national attention with a segment it aired in June." Carpenter was "inspired by the footage of the women, some of them in their 90s, lacing up, sinking baskets and facing down opposing teams with considerable competitive vigor." Miracle Whip has "no formal plans to feature the team in any marketing initiatives, though Carpenter hasn’t ruled out that possibility." The advantage for the brand is the "simple association with a team whose spirit and attitude is infectious -- and all over the internet." Miracle Whip is "contributing to the team’s scholarship program, paying its league fees and popping for some warm-up gear" (ADWEEK.com, 7/21).