MLB Gets An Assist From Google Assistant For AL And NL Championship Series
Saturday, October 13, 2018 at 02:07PM in Fox, Google Assistant, MLB, MLB, MLB postseason, TBS, sports marketing

NYSJ Sports-Entertainment Business News Service

October 11, 2018:
Google Assistant, what is the new presenting partner for the 2018 American and National League Championship Series?”

“I have found the answer. I am.”

MLB has added an assistant to the post-season — Google Assistant, which this week signed as the presenting sponsor for both Championship Series.

Google said this would be its first presenting partnership around a U.S. professional sports league's post-season event for the Assistant.

Financial terms of the pact were not disclosed.

Last year, Camping World presented both the NL and AL Championship Series.

YouTube TV returns as World Series presenting partner, with the 114th Fall Classic scheduled to begin Oct. 23.

"Baseball fans everywhere can tap the Google Assistant to quickly and conveniently stay up-to-date on their favorite teams, players, and games — just by using their voice," Flavia Simon, director of brand and growth for Google Assistant, said via the company.

"We're excited that this partnership will further elevate the Assistant's robust value amongst MLB's vast and enthusiastic fanbase."

Google Assistant will be featured across NLCS national games between the Milwaukee Brewers and Los Angeles Dodgers on Fox and FS1; and ALCS games between the Boston Red Sox and Houston Astros on TBS, as well as such MLB media platforms as MLB Network, and the MLB At Bat app.

Google Assistant will also get signage in the four participant home ballparks and on social media from MLB and the participating teams.

During broadcasts, Google Assistant will get on-air mentions, and announcers will interact by asking questions related to the action. “Google Assistant, what year did Miller Park (home of the Brewers) open?" “Miller Park opened in 2001.”

In addition to the featured content across MLB Network, MLB digital platforms and all MLB social channels, MLB said it would “develop and deliver unique LCS-themed Instagram stories highlighting the Google Assistant and featuring each League Championship Series and participating team.”

According to Noah Garden, evp-commerce for MLB, ”The Google Assistant is an incredible tool enabling fans to expand upon their interactions with our game, while driving natural League Championship Series conversations.

“It's been great to collaborate with Google to build creative experiences around the global platforms that both the League Championship Series provide."

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