Minor League Baseball launches 'Grilling All-Stars' national retail program with five brands, nearly 20 exclusive retailers

By Minor League Baseball | April 1, 2019 11:00 AM

ST. PETERSBURG, Fla. and HARRISBURG, N.C. -- Minor League Baseball™ (MiLB™), in conjunction with Brand Activation Maximizer (BAM), today announced the creation of the largest retail program in Minor League Baseball history. The "Grilling All-Stars" national retail program will encompass five prestigious national brands and will be activated at select retailers in more than 100 MiLB markets and over 13,000 locations across the country.  

Intended to engage with MiLB fans throughout the season, the "Grilling All-Stars" program merges MiLB with local retailers and brands associated with a summer grill-out: BUSH'S® Beans, Scott® Bath Tissue, Scott® Paper Towels, Ball Park® Buns and The ORIGINAL Louisiana Brand Hot Sauce™. Through this platform, participating brands will engage fans in-ballpark using the largest connected digital network in sport, powered by ISM Connect, encouraging fans to turn to Grilling All-Stars products when planning summertime fun around the grill. Fans will also have the chance to win exclusive prizes, retail packages, experiences and more.


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Additionally, the "Grilling All-Stars" program will be promoted in select grocery stores in each participating market. As a result, fans will be encouraged to purchase "Grilling All-Stars" products at these select stores.

"With the Grilling All-Stars retail program, we remain dedicated to serving our fans and our strategic partners," said David Wright, chief marketing & commercial officer for Minor League Baseball. "Engaging with our fans in-ballpark is a point of difference for us in the marketplace. We are excited to see that engagement drive success at retail."

"At BAM we have the privilege of connecting our client brands with targeted events that create shopper engagement and retailer excitement," said Tad Geschickter, president of Brand Activation Maximizer. "Minor League Baseball is a massive national property, but allows us to activate locally. We look forward to connecting fans in each ballpark to our brands at participating retailers, and to ultimately driving some tremendous sales results for all involved."

Minor League Baseball and BAM created this program using extensive research that shows MiLB consumer shopping habits - as they compare to the average U.S. adult - strongly align with the participating brands' target markets. According to Nielsen, data shows more than 10 million MiLB attendees have grilled at least once in the past year and have spent a total of more than $2 billion on groceries in the past week.

Click here for more information about Minor League Baseball partnerships.

About Minor League Baseball

Minor League Baseball is the governing body for all professional baseball teams in the United States, Canada, and the Dominican Republic that are affiliated with Major League Baseball® clubs through their farm systems. In 2018, Minor League Baseball attracted nearly 40.5 million fans to its ballparks to see baseball's future stars and experience affordable fan-friendly entertainment that has been a staple of Minor League Baseball since 1901. Visit www.MiLB.com, and follow us on Facebook, Instagram and Twitter.

About BAM

BAM (Brand Activation Maximizer) is a dynamic agency with an impactful approach to shopper marketing combined with technological advancements and a unique digital platform, which enables the company's sales force to execute scaled programs that are tailored to each retailers' needs. BAM delivers a memorable interaction between brands and their target shoppers, a strong sales and merchandising platform for demonstrable volume and shared growth, and accountability for a return on each investment from every BAM program. Visit www.activatebam.com to find out how BAM connects CPG brands, retailers and events that deliver retailer enthusiasm and shopper engagement while achieving measurable results and driving awareness. Follow us on Facebook, Instagram, and Twitter.

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