In a recent multi-year agreement that included title sponsorship of all-digital all-star balloting, Esurance, the home insurance company, has become the exclusive home insurance partner of Major League Baseball. In 2011, Allstate Corporation bought Esurance in a $1 billion deal, but neither Esurance nor MLB has disclosed the financial terms of the deal.
Esurance plans to collaborate with MLB, their television network, website and modern awards platform, which aims at ten of millions of baseball fans who will often watch the three-minute highlights more than the entire game.
In the Esurance Super Bowl commercial from last year, they grabbed the attention of more than five million viewers who tweeted #EsuranceSave30. Why would someone tweet this? People tweeted this to compete for a $1.5 million prize, and the Jimmy Kimmel show revealed the winner. In addition to partnering with MLB, Esurance coordinated a deal to partner with three-time World Series champion Buster Posey.
Esurance and MLB want to modernize the experience of baseball with digital balloting and other things. As the months progress, Esurance plans to unveil their other plans for partnership with MLB. This could include 360 marketing efforts, a newly developed modern awards platform and digital and social assets. Instead of the traditional punch cards, MLB will start using ballots via tablets and smartphones. Fans can access this via the 30 team sites, including the Atlanta Braves' website.
The Executive Vice President of Major League Baseball has said that a modern approach from this insurance company will help to advance baseball technologically. He has stated that they want to continue to enhance the experience for fans using technology. The partnership with Esurance will modernize the experience for fans across numerous platforms. Esurance, a home insurance company, modernized the insurance industry with their smart technology, and now they have taken a step to doing the same with baseball.
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