Forget about the top tier, Nestle has signed a sponsorship deal with Minor League baseball (MiLB) and will initially activate its rights through a range of events including hosting Nestle Drumstick Family Days at ballparks around the USA.
A family-centric strategy lies behind the new partnership and the brand will focus on engaging parents and children as a unit. So these branded Drumstick MiLB events will see the food and confectionary giant offer family ticket discounts as well as family-focused activities.
Activation also includes a Nestle Drumstick Family Days Tour, which travels the country in support of the MiLB sponsorship.
Selected MiLB teams will also be hosting birthday parties, which include ticket discounts, recognition by the team, special Nestle Drumstick-branded birthday gifts and, Nestle Drumstick cones.
Furthermore, this partnership sees nestle offer baseball fans an opportunity to get their own personalized version of authentic Topps baseball cards. Participants can order a free set of official Topps personalized trading cards, with the purchase of two Nestle Drumstick brand products.
The campaign revolves around a central bespoke microsite developed for the sponsorship.
The 2008 Minor League Baseball teams sponsored by Nestle Drumstick cones include: Arkansas Travelers, Augusta GreenJackets, Birmingham Barons, Boise Hawks, Bowie Baysox, Brooklyn Cyclones, Buffalo Bisons, Colorado Springs Sky Sox, Connecticut Defenders, Fort Wayne Wizards, Fresno Grizzlies, Greensboro Grasshoppers, Hickory Crawdads, Inland Empire 66ers of San Bernardino, Lake Elsinore Storm, Lehigh Valley IronPigs, Lexington Legends, Louisville Bats, Memphis Redbirds, Modesto Nuts, Norfolk Tides, Northwest Arkansas Naturals, Oklahoma RedHawks, Portland Beavers, Rancho Cucamonga Quakes, Sacramento River Cats, San Jose Giants, Stockton Ports, Tucson Sidewinders, and Wilmington Blue Rocks.
For a brand targeting families in a personalised, family friendly environment often its the tier beneath the top professionals which creates a better sponsorship environment. At least this is waht Nestle will be banking on.