The Swedish oat drink maker will spread brand awareness across North America via media touchpoints at all 120 Minor League Baseball stadiums in the US and Canada
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The agreement will see Oatly branding and media touchpoints across all 120 stadiums in the MiLB league | Photo credit: Oatly
Oatly has signed a multi-year branding and distribution partnership with Minor League Baseball (MiLB) across the US and Canada.
The agreement will see Oatly branding and media touchpoints across all 120 stadiums in the MiLB league, alongside Oatly products being served at more than 50 MiLB sites.
The partnership with MiLB was formed in collaboration with the commercial arm of Diamond Baseball Holdings, whose goal is to create meaningful business partnerships to benefit all MiLB clubs.
Oatly products are already available across three Major League Baseball stadiums in the US, at Yankee Stadium in New York, Wrigley Field in Chicago and Globe Life Field in Texas.
“We’re thrilled to partner with MiLB and for Oatly to play a greater role in an American institution like the Minor Leagues. Our mission at Oatly is to make it easier for people to eat better and live healthier lives without heavily taxing the planet’s resources. This sponsorship allows us to amplify that message and introduce our products in communities across the country during fun moments in baseball fans’ everyday lives,” said Mike Messersmith, President, Oatly North America.
Headquartered in Malmö, Sweden, Oatly products are sold in more than 20 countries globally.
Oatly, which achieved 18% total sales growth in its first quarter of 2023, expanded its reach in the US hospitality channel in December 2022 via a partnership with Graduate Hotels. Since January 2023 Oatly has been the standard oatmilk served across more than 20 Graduate Hotels properties in the US.
The MiLB announcement is the second partnership Oatly has announced in the last month, having entered signed an agreement to serve its Caffè Latte RTD coffee on all SWISS flights. Part of Germany’s Lufthansa Group, SWISS is Switzerland’s largest airline and operates 87 aircraft travelling to more than 100 destinations worldwide.