Earlier this year, New York Yankees captain Derek Jeter announced on Facebook that this will be his last season participating as a player for the New York Yankees. The season has thus been transformed into a sort of farewell tour for Jeter, with fascinated fans around the country heading to the ballpark when the Yankees are in town. However, while this will almost certainly be the last year that Derek Jeter takes the field for the Yankees, there is promise that he will hang around the club in the future. A new sponsorship concerning the Yankees may bolster the likelihood of a prolonged association between player and team.
Luvo, a transformational lifestyle food brand, has announced a new sponsorship with the New York Yankees that will grant Luvo access to sell meals in select locations at Yankee Stadium. The sponsorship deal also grants Luvo permanent signage in the Yankees’ bullpen and gives the company the ability to use the Yankees marks in advertising.
Importantly, the deal with Luvo keeps Derek Jeter in the mix of the Yankees. In January, Luvo announced that Jeter joined the company as Partner, Brand Development Officer. Jeter’s duties include product development, enhancing brand awareness, supporting Luvo’s charitable endeavors, helping create strategic partnerships and offering counsel on other relationships that are developed in the sports and nutrition world.
According to Luvo, Jeter’s involvement was instrumental in Luvo’s negotiations with the Yankees. The deal was negotiated by Excel Sports Management, Luvo’s sponsorship agency and the agency that represents Derek Jeter.
“We are excited to be a Proud Sponsor of the New York Yankees,” said Christine Day, Luvo’s Chief Executive Officer. ”The Yankees are not just one of the premier teams in professional sports, but also one of the most valuable brands. We envision many opportunities working with the New York Yankees organization, not the least of which includes serving our delicious food to their loyal fans. The fact this stadium is Derek’s professional home only strengthens our connection.”