Baby Ruth Named "Official Candy Bar of Major League Baseball"

Nestle USA, MLB forge three-year deal

Published in CSP Daily News

GLENDALE, Calif. -- Major League Baseball Properties (MLB) and Nestl a USA have reached a three-year exclusive sponsorship agreement that will make Baby Ruth the "Official Candy Bar of Major League Baseball."

Nestl a USA's Baby Ruth selected MLB as a key partner in its efforts to differentiate Baby Ruth based on the sport's strength in the marketplace and new consumer insights. According to a recent national study conducted by Simmons Research, Baby Ruth consumers are 22% more likely than the average population to be MLB fans, and are 18% more likely [image-nocss] than the average population to have attended a MLB game in the past year.

The partnership strategy will focus on engaging MLB fans and Baby Ruth consumers in a deeper, richer way. Immediate activation includes MLB-themed consumer activities executed both in and out of game; MLB-themed promotions; in-game virtual signage; and significant broadcast media commitments to national MLB TV rightsholders, as well as to other MLB-produced programming.

In addition, Baby Ruth will identify itself as the Official Candy Bar of Major League Baseball on packaging throughout the 2007 and 2008 championship seasons. Baby Ruth, in conjunction with MLB, will also be introducing a new consumer program at the 2006 All-Star Game. Further details of the national initiative and other co-marketing opportunities will be announced later in the season.

To round out the program, Baby Ruth will become the title sponsor of a new attraction at the 2006 MLB All-Star FanFest, the interactive baseball theme park that opens MLB All-Star Week. This year, MLB All-Star FanFest will take place at the David L. Lawrence Convention Center in Pittsburgh from Friday, July 7, through Tuesday, July 11.

"We are thrilled to announce this new partnership with Nestl a Baby Ruth, the Official Candy Bar of Major League Baseball," said Tim Brosnan, executive vice president, business of Major League Baseball. "Like Major League Baseball, Baby Ruth is an All-American brand with a long and illustrious history. This new agreement allows us to utilize the combined strengths of our brands to market Baby Ruth and the national pastime to consumers and fans across the country."

"Baby Ruth and Major League Baseball enjoy a unique status as American icons," said Tricia Bowles, manager of public relations for Nestl a Confections & Snacks. "This formalized partnership is a natural evolution in the history of these two great brands and is an exciting way to reach our common fan base. Our focus will be on enhancing the consumers' experience and how they savor both Baby Ruth and baseball."