Last week, Cartoon Network, the U.S. based animation network, and Minor League Baseball, teamed up for a summer long promotion across various different MiLB ballparks. The in-park,"Best Summer Ever" program, an extension of the summer Cartoon Network campaign, combines baseball games and CN original series.
Mary Marandi, Assistant Director of Corporate Communications for MiLB, discussed the partnership.
“The MiLB + Cartoon Network partnership is a natural extension of CN’s current summer campaign, “Best Summer Ever.” The in-park campaign seamlessly combines baseball and CN original series’, giving MiLB fans and CN viewers another avenue to enjoy cartoon programming from the #1 animation network in the U.S. Minor League Baseball’s fan demographics and its reputation as a brand centered around fun are an ideal match to Cartoon Network’s target audiences, making it a win for both brands.”
For MiLB, the idea behind the partnership was to engage with families, making the ballgames even more family-friendly.
“To position Cartoon Network at the forefront to MiLB’s #1 consumer archetype – families with children,” discussed Marandi. “In consecutive years, MiLB has been voted “league with the most family-friendly game/event experience” in the annual SBJ/SBD Reader Survey. To be able to authentically engage this audience, in our one-of-a-kind ballpark setting, was an attractive proposition to Cartoon Network.”
The move, which offers children not typically attracted to the sport, an opportunity to experience a game while also seeing some of their favorite shows represented. Through recent partnerships, such as Baseball Youth, PLAY BALL, and now CN, MiLB continues to actively engage with younger fans.
“Minor League Baseball is currently engaging with younger fans in a number of ways, including a recently-announced partnership with Baseball Youth, the nation's largest youth baseball network, and was founded in 2005 with the goal of providing media coverage and additional opportunities to the youth baseball market; involvement in the ‘PLAY BALL’ initiative, the sport's largest collective effort to encourage young people to participate in baseball- or softball-related activities; and now, a season-long partnership with Cartoon Network with real opportunities for future growth.”
Getting younger generations more invested in baseball as a whole has been at the forefront of the MiLB business strategy for years.
“MiLB teams all across the country engage the younger fan demographic throughout the season with specialty theme nights (Harry Potter Night, Kids Rock the Ballpark, Princess Day, Scout Night, Kids Run the Bases, etc.) and place an emphasis on attracting and retaining this fan base. Minor League Baseball teams work tirelessly year-round to provide unique memorable experiences for fans.
The MiLB + CN partnership complements and adds to the awareness of MiLB’s core qualities: FUN, family and entertainment. The 2018 partnership, which includes 15 teams, was agreed to in the spirit of developing something more encompassing in 2019 and beyond that would include more activation clubs.”