Backing up the Little League deal, Sunkist will offer educational materials on its redesigned Web site for parents and children alike, as well as team mailings as the new season rolls around.
Andrea Ridl, manager of retail trade development for Sunkist, said even Sunkist packaging will tout its relationship with Little League. Beginning in April, bags of Sunkist navels will feature a picture of the two boys and their Sunkist Smiles. Sunkist also will ship products in cartons with baseball themes and include in-pack promotional and educational materials. During the summer, Sunkist will do the same with bags of valencias.
In addition, Sunkist may increase its sponsorship of Little League state championships and offer samplings at the Little League World Series, which takes place each year in late July or early August, Verloop said. Sunkist also plans to do radio promotions during the Little League World Series, encourage citrus consumption in the dugout and work to boost international promotions in countries such as Japan.
And under the agreement, Sunkist’s participating retail partners can get their logos included on promotional materials along with Sunkist’s and Little League’s.
John McGuigan, vice president of domestic sales for Sunkist, said the Little League promotion also will benefit Sunkist’s retail partners.
“Retailers want ways to connect with the community,” McGuigan said. “What better way than through Little League?”