Pennsylvania-based Utz has signed on as MLB’s official salty snack. The multiyear deal includes digital and TV ad commitments on MLB platforms. Utz packaging will carry MLB marks, supported by retail promos for its potato chips, pretzels, cheeseballs and popcorn. Utz already has sponsorships and product availability with the Orioles and Pirates. MLB salty-snack rights were last held by PepsiCo’s Frito Lay brand, which departed as a league sponsor prior to the '17 season (Terry Lefton, Editor-At-Large).
ENERGY DEPARTMENT: In London, John Glenday noted Gatorade is "fielding an all-star team" with the launch of "Everything Changes," the largest international campaign "ever undertaken by the brand." FC Barcelona Fs Lionel Messi and Luis Suarez and Manchester City F Gabriel Jesus "will team up for the TV promotion as they champion Gatorade Football Energy, a drink specially formulated for the sport." The integrated campaign is "set to run" across Latin America, Western Europe, Asia, Mexico and the U.S., "extending to print, digital, social media and point-of-sale" (THEDRUM.com, 5/1).
BUFFALO SOLDIER: In New York, Ryan Talbot cited Fanatics data as showing that Bills QB Josh Allen's jersey is "among the most sold" for '18 NFL draftees. Allen is "currently No. 4" behind Giants RB Saquon Barkley, Browns QB Baker Mayfield and Jets QB Sam Darnold. Seahawks LB Shaquem Griffin "rounded out the top five." Allen is the first QB the Bills have drafted in the first round since selecting E.J. Manuel 16th overall in '13. He is also the first QB to be selected by the Bills "in the top-10 of the draft" since the '70 league merger (NEWYORKUPSTATE.com, 5/1).
