At least 19 MLB teams will be involved in a cross-promotional partnership with season 7 of HBO’s Game of Thrones, reports Deadline:
“Specific promotional offerings have yet to be determined — and will vary by team. But they’ll include development of collectible and co-branded merchandise, ticket packages, giveaways, theme nights, and social media events.The promotions will not take place during baseball’s All Star Game, but will cross over to MLB’s apps and digital properties. The deal works for MLB because GoT will introduce the new episodes in the middle of the baseball season. In addition, it will appeal to millennials — a group that the league wants to reach”
Major League Baseball’s EVP of Business Noah Garden adds:
“We’ve had a longstanding partnership with HBO. This was something we could do on a much larger scale with a partner we’re much closer to. There will be a tremendous amount of tie-ins, not to mention what’s going to happen locally with each club. What people fail to look at when it comes to MLB is that we were the first to stream our games online and the first to launch an app — long before any other sport did. Our millennials went to those platforms right away….The curse is that it gave the perception to some that we’ve become an older sport, which really couldn’t be farther from the truth. The cross promotion with GoT starts to tell a different story.”
Teams that are currently planning to participate in the cross promotions include the Arizona Diamondbacks, Boston Red Sox, Cincinnati Reds, Chicago White Sox, Houston Astros, Los Angeles Dodgers, Kansas City Royals, Miami Marlins, Milwaukee Brewers, Minnesota Twins, Oakland Athletics, Philadelphia Phillies, Pittsburgh Pirates, Seattle Mariners, San Francisco Giants, St. Louis Cardinals, Texas Rangers, Tampa Bay Rays and Washington Nationals.