Ace Hardware is MLB’s newest sponsor, filling the home improvement/hardware retail category that’s been vacant for around a quarter century.
Under the deal, Ace gets the “Official Hardware and Home Improvement Retailer” designations. The deal includes pass-through rights for ACE Hardware vendors, as is customary with retail sponsorships
The retailer with 5,000 U.S. store locations will use its newfound rights to connect MLB’s verdant green fields to Ace’s YardRX subscription lawn-care service. A custom digital platform and POS will support, with further media plans on MLB rightsholders TBD.
MLB said it did the deal directly with Ace Hardware, with Publicis Sports consulting, and expected to handle media and activation details.
While many Ace locations have local grassroots sports sponsorships, this MLB deal is believed to be the first significant property tie-up since a PGA Tour sponsorship 10 years ago. True Value signed on as an MLB sponsor in 1995.
MLBPA rights are expected to be added to the deal, but there are no team or individual player deals as of yet.
