Groupon has become the official daily deals site of MLB.com through the 2014 season.
Daily deals site Groupon has teamed-up with MLB Advanced Media, the interactive media and Internet company of Major League Baseball, to offer deals that will take baseball fans out to ball games and provide discounts on peanuts and crackerjacks, among other related experiences and merchandise.
Groupon announced the multi-year deal last week. In it, Groupon will become MLB.com's official daily deals site through the 2014 season.
The agreement could potentially include all 30 MLB teams, but teams won't likely commit to deals until February or March as spring training approaches, says GrouponLive General Manager Greg Rudin.
Under the agreement, Groupon will host deals from MLB clubs through its GrouponLive events platform, which launched in May 2011 as a joint venture between Groupon and Live Nation Entertainment to offer deals on live entertainment.
Groupon has worked with MLB since 2009 in a non-exclusive capacity. Groupon and several MLB clubs, including the New York Yankees, San Francisco Giants, Washington Nationals, Texas Rangers and Detroit Tigers, have already offered deals in previous seasons.
Prior deals include discounts on tickets, as well as deals with tickets and food, drinks or merchandise or experiences like getting into a stadium early to see batting practice.
According to a press release, the new partnership will also feature experiential packages from clubs, such as access to luxury box seats and clubhouse and ballpark tours.
"MLB Advanced Media, who manages and hosts the team websites and all online ticket sales, has authorized Groupon as the only daily deals partner to work with MLB teams," Rudin says. "And what that means is you won't see deals for baseball tickets on LivingSocial or Google Offers any time soon. Fortunately, we're in a position where we will be working with teams directly in order to put together deals that create awareness and exposure for games and bring fans into seats in ballparks."
While MLB Advanced Media is in a position to authorize the partnership, all teams will have individual say over the deal structure and timing, and whether they want to do deals at all, Rudin notes.
"If a team has unusually high attendance and doesn't feel the need to engage us as a marketing partner or if they're seeing significantly high attendance through the mid- to end of season, we wouldn't work with those teams as much, Rudin says. "But if there are teams that want help creating exposure because of an attendance lag or expose an opportunity to get new fans, [those are the teams we'll work with]."
As of the third quarter, Groupon had more than 200 million subscribers worldwide. 39.5 million of those subscribers have purchased a deal with the last year.
Groupon did not provide a separate figure for U.S. customers.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT