Nathan's Famous reached a two-year sponsorship deal with the MLB on Tuesday, making the company the league's first-ever official frankfurter distributor. Nathan's and MLB did not provide financial terms of the deal, but the deal will enable the hot dog chain to use the league's trademark in their advertisements.
"Baseball's the national pastime for America, and Nathan's has been serving hot dogs for well over 100 years. It's a natural fit," Scott Harvey, an executive vice president of Nathan's Famous, said in an interview with Fox Business News.
"Having our brand out there is certainly special for us. Being associated with Major League Baseball is an incredible event."
Although the MLB teamed up with fast-food chains such as pizza and tacos, the league never had a sponsorship deal with a hot dog restaurant. Several MLB teams such as Miami Marlins, New York Yankees, New York Mets, St. Louis Cardinals and Cincinnati Reds have sponsorship contracts with Nathan's.
Wayne Norbitz, Nathan’s Famous executive board member and former 26-year president noted "baseball is America’s national pastime, and a game doesn’t feel complete without enjoying a hot dog as you cheer on your team."
Hot dogs sold in restaurants and stores
The National Hot Dog and Sausage Council discovered that fans eat 20 million hot dogs at big-time baseball games each season, according to a report obtained by Fox Business.
The quantity of hot dogs sold at the restaurants and stores last year totaled 500 million.
Smithfield Foods, a leading consumer packaged meats company that holds retail distribution rights, has a stock of Nathan's beef franks available for sale in more than 20,000 supermarkets in the U.S.
Nathan's was named one of top 100 best small companies in America, according to Forbes.
The world's most famous fast food hot-dog restaurant was originally established in Coney Island in 1916.
MLB and Nathan's host youth baseball initiatives
Mike Paribello, senior director of marketing at Smithfield Foods, said Nathan's and MLB are excited about bringing the Coney Island's signature flavor to stadium tailgates and at-home cookouts around the nation.
Paribello noted that the company will create baseball-themed promotional offers and seek to share MLB experiences, gifts and rewards with fans during the 2017 season.
As a part of the deal, Nathan's will work with the league a corporate partner to host the MLB's Play Ball initiative, which specializes in youth baseball and softball program. John Franco, a former pitcher for the Mets who frequently visited Nathan's restaurant in Coney Island, wanted to invite fans and young players to participate in interactive baseball activities.
"There is something special, wholesome, and uniquely American about spending a summer day at the ballpark, watching a baseball game, and enjoying a hot dog," MLB's executive vice president of business Noah Garden said. "As a top brand in premium beef hot dogs, Nathan's is a perfect partner for MLB and we're excited to have their support in growing the future of the game through out Play Ball program."
