MLB today is unveiling theme night initiatives that will be activated by the league and its clubs during the ‘20 season, including Star Wars, Game of Thrones, Sesame Street and WWE. More theme night initiatives are anticipated to be finalized next year. While some properties have worked with teams directly on licensing and content agreements around theme nights and branded giveaways, MLB says it has placed an increased focus in the last year on identifying and engaging with national brands and working with teams to activate most effectively in their market. Specific plans and dates on each team's theme nights schedule and promotional offerings will be made public at a later date.
"We are thrilled to be collaborating with an array of different entertainment brands that are certainly culturally relevant but also span a very diverse group of niches, from families with Sesame Street to diehards who follow WWE to a niche group of folks who are really engaged with Star Wars or Game of Thrones," MLB Senior VP/Marketing Barbara McHugh said. "Our clubs do such a great job of activating. These theme night activities have been happening for a number of years, but I think we saw this as a larger opportunity on the marketing side from the league aspect of it to help bring more of these partnerships from a higher level to trickle down to the clubs and make it easier for them to activate on."
