Major League Baseball (MLB), North America’s elite baseball competition, has announced a new multi-year partnership with insurance broker NFP.
As a new official partner of MLB and its official commercial insurance broker, NFP will gain sponsorship inventory around the league in the insurance brokerage category.
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The insurance broker has been utilized by MLB for over 30 years and now that relationship has been ratified into an official partnership where NFP will continue to offer its services to the league.
NFP will activate across the duration of the deal, including the ongoing 2024-25 MLB season, to grow fan engagement and will make use of MLB experiences to grow its commercial relationships with the partnership as a basis.
Speaking on the deal, NFP chief executive Doug Hammond stated: “This is an exciting next step in our evolution with Major League Baseball and an opportunity to take our impact to another level.
“We’re proud of the work we’ve done to support Major League Baseball’s growth and we believe we can go further by providing additional data, analytics, and risk management solutions that align with the league’s various needs.”
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By GlobalDataMLB executive vice president for sponsorship sales Bill Morningstar added: “Deep, long-standing relationships have been essential to Major League Baseball’s ability to create an exceptional experience for fans, communities, organizations, teams and players. This includes our valued relationship with NFP, which has been essential to our efforts to manage risk for more than 30 years.”
NFP joins other prominent insurance companies as MLB partners including life insurance firm New York Life, automotive insurance company Geico, as well as prominent firms from a range of other industries such as beverage companies (Gatorade, BlueTriton), alcohol brands (Budweiser, Corona, Evan Williams, Casamigos), telecommunications and computing giants (NTT, T.Mobile, Google Cloud, Extreme Networks), and banking groups (Mastercard, Capital One).
The Geico partnership was MLB’s most recent renewal, with a new multi-year deal signed earlier in July to see the two remain partners for a multi-year period.
As part of this multi-year deal, MLB and Geico will launch a new fan engagement platform called More Baseball.
The More Baseball marketing platform will provide fans with free access to regular season games in extra innings and extra content via MLB.TV, the MLB app, and MLB.com.
Following the MLB All-Star week, any time an MLB match enters extra innings, MLB.TV will stream the remainder of the game to fans globally on the MLB app and MLB.com, sponsored by Geico.
As part of the deal, Geico branding will be featured throughout the extra innings stream and Geico will also become the presenting sponsor of 'Free Game of the Day' on the MLB app and MLB.com for the remainder of the regular season.
For the rest of the campaign, MLB and Geico will also share exclusive behind-the-scenes content featuring players on social media.
