The Pittsburgh Pirates, of North American baseball’s MLB, and US convenience store chain Sheetz have announced a multi-year partnership that makes the convenience store chain the team’s first-ever jersey patch partner.
The Pennsylvania-based retailer will have its logo featured on the sleeves of the Pirates’ home and away jerseys as part of the deal.
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The partnership will also feature marketing collaborations including ballpark signage, in-game activations, as well as social and digital content. Additionally, the brands will collaborate on developing community initiatives.
MLB and the MLB Players Association originally approved the use of sponsor patches on jerseys at the start of the 2023 season as part of a new collective bargaining agreement.
The brand's president and chief executive Travis Sheetz has said: “If you take our market area and the Pirates’ fanbase and overlay those two, you’d be hard-pressed to find many gaps.
“For sure, we think from a customer standpoint, a brand-awareness standpoint, and a brand reputation standpoint, this is a great connection.”
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By GlobalDataPirates chairman Bob Nutting added: “Like the Pirates, Sheetz is an iconic local brand that is a part of everyday life in Pittsburgh and throughout Western Pennsylvania. With so many commonalities, Sheetz is the perfect partner to be featured on our first-ever jersey patch.”
The deal debuted over the weekend in the series between the Pirates and the Tampa Bay Rays at the Pirates’ PNC Park.
