Industry NewsBrandsSheraton Teams Up with Major Baseball League

Sheraton Teams Up with Major Baseball League

STAMFORD, Conn.—Sheraton Hotels & Resorts and Starwood Preferred Guest (SPG) today announced an exclusive new partnership with Major League Baseball (MLB), designating Sheraton as the “Official Hotel of Major League Baseball” and SPG as the “Official Hotel Loyalty Program of Major League Baseball.” The new partnership brings Sheraton guests, SPG members, and avid baseball fans closer to the action by providing them access to games while on the road, as well as the opportunity to bid on once-in-a-lifetime experiences. Sheraton will celebrate the partnership this fall by hosting special screenings of MLB Postseason games at select hotels across North America, leading off tonight with a star-studded event at the Sheraton New York Times Square. In addition, starting today, SPG members have the opportunity to redeem Starpoints for pairs of tickets to each World Series game.

“We are thrilled to become the ‘Official Hotel of Major League Baseball,’ a sport we know is a true passion for a lot of our Sheraton guests,” said Dave Marr, global brand leader for Sheraton Hotels & Resorts. “The partnership provides Starwood with the ability to connect with the MLB fan base, a large and highly engaged audience that will help support the brand’s repositioning and further drive loyalty.”

Starting with the 2016 MLB season, Sheraton will take guests and elite SPG members out to the ballgame by offering complimentary access to MLB.TV, the only streaming service that enables fans to watch live outside their home market; availability of MLB Network as an in-room entertainment channel in the U.S.; custom Starwood booking widgets located on and participating teams’ schedule pages; and packages, promotions, and sweepstakes.

“This new partnership will provide MLB content and unique experiences to Sheraton guests and SPG members, offering baseball fans an attractive benefit when making a hotel choice,” said Noah Garden, MLB executive vice president, business. “In addition, MLB will deliver enormous visibility to millions of passionate baseball fans, giving Sheraton an important platform to showcase its new brand positioning.”

SPG members can also take advantage of the new partnership beyond the World Series with exclusive access to once-in-a-lifetime baseball experiences throughout the entire 2016 season through SPG Moments. Starting with Spring Training, members can look forward to MLB experiences that include meet and greets, batting practice with players, premium game tickets inclusive of the All-Star Game and World Series, and more.

“We know many of our members are loyal baseball fans and appreciate unrivaled access to amazing seats and exclusive experiences,” Mark Vondrasek, senior vice president of commercial services for Starwood Hotels & Resorts. “Through this new partnership with MLB, we can fuel our members’ passions with unforgettable moments tapping into the best that baseball has to offer.”

Four-time MLB All-Star José Reyes, SNY and WPIX broadcaster Keith Hernandez, a five-time MLB All-Star, and chef Andrew Carmellini of Sausage Boss at MSG, will join fans to celebrate the new partnership at the Sheraton New York Times Square with a special screening of Game 3 of the American League Championship Series. During the event, guests can take in the game while enjoying a ballpark-inspired version of the Sheraton brand’s new Paired signature lobby bar menu, served alongside premium wine and craft beer. Reyes and Carmellini will also face off in a live stadium-inspired culinary competition to see who can create the ultimate ballpark hotdog using unexpected toppings and sauces. Participating Sheraton Hotels will continue the party nationwide with their own Postseason screenings through the Fall Classic. Guests can root for their favorite teams while enjoying savory and satisfying Paired options created especially for MLB game nights.