Traveller Whiskey, co-owned by Sazerac Co and US singer Chris Stapleton, has purchased ‘official whiskey’ status for Major League Baseball (MLB) in the US.
The “multi-year” partnership marks the sporting association’s first official whiskey and will promote the US blended whiskey brand across various activations including game broadcasts and custom social media and digital content such as ‘MLB Power Rankings’. Traveller Whiskey will also offer sweepstakes and giveaways for a selection of MLB events and matches.
Neither company disclosed the length of the deal, or its price.
“We’re excited to introduce MLB fans to baseball’s newest tradition, Traveller Whiskey,” said Traveller Whiskey’s global brand director, Andrew Duncan.
Stapleton added: “Needless to say, I’m thrilled Traveller Whiskey is going to be the official whiskey of MLB.”
Last month, Heaven Hill Brands extended the golfing focus of bourbon mark Elijah Craig, which will assume “official sponsorship” of the 2025 PGA Championship next week.
