Chick-fil-A has signed a multiyear deal with Little League Int'l designating the chain as the official QSR of Little League Baseball and Softball. Activations will include a pop-up location in Williamsport, Pa., during the upcoming Little League World Series -- something similar to what Chick-fil-A did last fall at the Georgia-Alabama border for the Auburn-Georgia college football game -- and grant programs for local Little Leagues. Financial terms were not disclosed. Chick-fil-A, whose active sports sponsorship portfolio includes title sponsorship of the Peach Bowl and several individual MLB team deals, was aided by Publicis, N.Y., in developing the Little League partnership. “The Little League demo of kids and families lines up really strongly against ours, and this is a really nice complement to what we’re already doing in college football and Major League Baseball. And the Little League World Series fits in a great spot on the calendar for us,” said Chick-fil-A Head of Sports & Entertainment Partnerships Keith Hester. “A lot of our local Chick-fil-A locations have also been supporting Little League teams already, so to take this now to a national level is a logical step forward.”
