“Excel has been a terrific partner. They revolutionized our deal with Major League Baseball and took us to places we didn’t think were possible. Now they’re helping us do the same with activation. Excel’s unique insights and relationships have been hugely valuable to us.”

 

JIM HACKETT
General Manager
Wilson Sporting Goods (Wilson, Louisville Slugger, DeMarini, EvoShield and ATEC brands)

 

Excel supports the #1 baseball equipment company in the world, Wilson Sporting Goods, in MLB sponsorship negotiation, management and activation.

Negotiation

After 20 years with MLB, Wilson entrusted Excel to spearhead multi-year renewal negotiations of its partnerships as MLB’s official glove. Excel assessed Wilson’s activation to-date, solidified objectives for the renewal, and analyzed the MLB sponsorship landscape in order to develop the right strategic plan. Excel leveraged its unique knowledge of the baseball ecosystem to revolutionize the benefits in Wilson’s deal, including extensive new digital and social assets, and dramatic new on-field rights which further differentiate Wilson from its competitors.

 

Activation & Implementation

Wilson relies on Excel for strategic vision, coordination, and optimization regarding the benefits in its MLB deal. Excel develops, maintains, and implements a comprehensive marketing, promotion, and asset calendar (timing, progress, approvals, etc.). We aid in the selection of the right player ambassadors, optimal deal structures, and timing and approach to player agents, in addition to developing and implementing comprehensive activation plans for each player. Excel delivers innovative ideas and creative enhancements for Wilson’s “Glove Day” activation, as well as the overall activation plan for MLB All-Star Weekend, Players Weekend, and additional MLB Jewel events.

 

Content Marketing

Building off the unique insight that pros get as excited about a new baseball glove as kids do, Excel supports Wilson’s activation of “Glove Day” – the day at the start of Spring Training when pros receive their new gloves. Camera crews head out to multiple Spring Training locations to document the players choosing their new Wilson gloves and capture interviews about the players’ connection to their gloves, why they choose the models they do, and what they look for. Excel helps Wilson with logistics and promotion, including leveraging Wilson’s MLB partnership to amplify the content across MLB’s millions of social followers. The integrated content program includes Snapchat, Instagram stories, a dedicated custom microsite, and enter-to-win promotions. In 2016, the campaign reached over 131.6 million fans on social media, producing unprecedented YOY gains, including a 421% increase in engagement on Twitter and 131% lift on Instagram.

 

For more info about our brand marketing services: 646-454-5926