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Nestle USA partners with Major League Baseball to name Baby Ruth the "Official Candy Bar of Major League Baseball"
06/06/2006 8:59 AM ET
Major League Baseball Properties (MLBP) and Nestlé USA have reached a three-year exclusive sponsorship agreement that will make Baby Ruth the "Official Candy Bar of Major League Baseball." Nestlé USA's Baby Ruth selected MLB as a key partner in its efforts to differentiate Baby Ruth based on the sport's strength in the marketplace and new consumer insights.

According to a recent national study conducted by Simmons Research, Baby Ruth consumers are 22% more likely than the average population to be MLB fans, and are 18% more likely than the average population to have attended a MLB game in the past year.

"We are thrilled to announce this new partnership with Nestlé Baby Ruth, the Official Candy Bar of Major League Baseball," said Tim Brosnan, Executive Vice President, Business, Major League Baseball. "Like Major League Baseball, Baby Ruth is an All-American brand with a long and illustrious history. This new agreement allows us to utilize the combined strengths of our brands to market Baby Ruth and the national pastime to consumers and fans across the country."

"Baby Ruth and Major League Baseball enjoy a unique status as American icons," said Tricia Bowles, Manager, Public Relations, Nestlé Confections & Snacks. "This formalized partnership is a natural evolution in the history of these two great brands and is an exciting way to reach our common fan base. Our focus will be on enhancing the consumers' experience and how they savor both Baby Ruth and baseball."

The partnership strategy will focus on engaging MLB fans and Baby Ruth consumers in a deeper, richer way. Immediate activation includes MLB-themed consumer activities executed both in- and out-of-game; MLB-themed promotions; in-game virtual signage; and significant broadcast media commitments to national Major League Baseball television rightsholders, as well as to other MLB-produced programming.

In addition, Baby Ruth will identify itself as the Official Candy Bar of Major League Baseball on packaging throughout the 2007 and 2008 championship seasons. Baby Ruth, in conjunction with MLB, will also be introducing a new consumer program at the 2006 All-Star Game. Further details of the national initiative and other co-marketing opportunities will be announced later in the season.

To round out the program, Baby Ruth will become the title sponsor of a new attraction at the 2006 MLB All-Star FanFest, the interactive baseball theme park that opens MLB All-Star Week. This year, MLB All-Star FanFest will take place at the David L. Lawrence Convention Center in Pittsburgh, Pennsylvania, from Friday, July 7, through Tuesday, July 11.

About Major League Baseball Properties
The Major League Baseball Clubs formed Major League Baseball Properties (MLBP) in 1966 as the Club's agent for marketing and trademark licensing and protection. Major League Baseball Properties is responsible for managing consumer licensing activities, developing national advertising campaigns, cultivating sponsorship opportunities with major consumer brands and corporations, growing the game and the business of baseball outside the United States and creating national marketing programs in conjunction with Clubs, broadcast rightsholders and national sponsors. MLBP also operates a full-service video and audio production unit (Major League Baseball Productions), a publishing division and stock photo licensing agency, and manages logistics for the All-Star Game and World Series as well as all other special events. For more information on Major League Baseball, log on to

About Nestlé USA
Named one of "America's Most Admired Food Companies" in Fortune magazine for the ninth consecutive year, Nestlé USA provides quality brands and products that bring flavor to life every day. From nutritious meals with STOUFFER'S® LEAN CUISINE® to baking traditions with NESTLÉ® TOLL HOUSE®, Nestlé USA makes delicious, convenient, and nutritious food and beverage products that enrich the very experience of life itself. That's what "Nestlé. Good Food, Good Life" is all about. Nestlé USA, with 2005 sales of $8.1 billion (includes Nestlé Nutrition), is part of Nestlé S.A. in Vevey, Switzerland - the world's largest food company - with sales of $73 billion. For product news and information, visit or

This story was not subject to the approval of Major League Baseball or its clubs.