Major League Baseball has expanded its partnership with Google in a new a multi-platform brand and content partnership.
The new deal will see Google Assistant become the presenting sponsor of the 2018 American and National League Championship Series, whilst also having prominent brand exposure and creative integrations across LCS national broadcast partners Fox, FS1 and TBS; MLB media platforms such as MLB Network, MLB.com and the MLB At Bat app.
The products Artificial Intelligence (AI) will be integrated into MLB TV broadcasts of the World Series qualifying playoffs, giving commentators the ability to ask Google questions live on air and giving Google Assistant the opportunity to respond with the correct answer.
Google and MLB also will collaborate to build original content programming, showcasing how baseball fans around the world will be amplifying their own League Championship Series experiences by using the Assistant anywhere they are.
More than 500 million devices are said to utilise the Assistant.
In addition to the featured content across MLB Network, MLB digital platforms and all MLB social channels, MLB will develop and deliver unique LCS-themed Instagram Stories highlighting the Google Assistant and featuring each League Championship Series and participating team, via the league’s official Instagram account.