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Volume 23 No. 13
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Nationwide fills MiLB’s insurance category

Nationwide will be the official insurance partner of Minor League Baseball following a multiyear sponsorship deal that is expected to be announced this week.

 

Specific deal terms were not released, but similar deals generally are in the low seven digits.

Nationwide will have exclusive national rights in the insurance category and will become a commercial partner of Minor League Baseball’s fan engagement platform, Copa de la Diversión.

“We’ve been building out our commercial business for a couple of years,” said David Wright, Minor League Baseball’s chief marketing and commercial officer. “In Nationwide, we get a blue-chip, industry leading company that has bought into the vision of Minor League Baseball’s growth.”

Esurance held a Minor League Baseball sponsorship a few years ago, but the category has been vacant for several years. Wright said the deal took nearly two years to complete.

As part of the deal, Nationwide will sponsor the “Small Business of the Month” promotion in participating minor league markets in May and June. It also will activate around the “Pet of the Month” promotion in July and August.

Nationwide, which becomes MiLB’s 11th national partner, will put its brand behind original programming like “The Road to the Show,” which follows minor league prospects.

Nationwide was represented in negotiations by Wasserman.