Google and Major League Baseball (MLB) announced a multi-platform brand and content partnership, which will include the Google Assistant serving as the presenting sponsor of the 2018 American and National League Championship Series. This marks Google’s first-ever presenting partnership around a U.S. professional sports league’s postseason event for the Assistant.
As part of this new agreement, the Google Assistant will be prominently featured with expansive brand exposure and creative integrations across LCS national broadcast partners FOX, FS1 and TBS, MLB media platforms – such as MLB Network, MLB.com and the MLB At Bat app – and the four participant home ballparks for the National and American League Championship Series, which are scheduled to begin on Friday, October 12 and Saturday, October 13, respectively.
Google and MLB also will collaborate to build original content programming, showcasing how baseball fans around the world will be amplifying their own League Championship Series experiences by using the Assistant anywhere they are – whether at home or on the go – including the more than 500 million devices with the Assistant today.
In addition to the featured content across MLB Network, MLB digital platforms and all MLB social channels, MLB will develop and deliver unique LCS-themed Instagram Stories highlighting the Google Assistant and featuring each League Championship Series and participating team, reaching millions of fans via MLB’s official Instagram account.
“Baseball fans everywhere can tap the Google Assistant to quickly and conveniently stay up-to-date on their favorite teams, players, and games - just by using their voice,” said Flavia Simon, Director of Brand and Growth, Google Assistant. “We’re excited that this partnership will further elevate the Assistant’s robust value amongst MLB’s vast and enthusiastic fanbase.”
“The Google Assistant is an incredible tool enabling fans to expand upon their interactions with our game, while driving natural League Championship Series conversations,” said Noah Garden, Executive Vice President, Commerce, Major League Baseball. “It’s been great to collaborate with Google to build creative experiences around the global platforms that both the League Championship Series provide.”
*Information courtesy of MLB Communications