On the Dash:
- Ford ends Chevrolet’s 20-year MLB partnership, securing a new multiyear national agreement.
- Deal includes MLB, Minor League Baseball, and Little League International, expanding grassroots reach.
- The campaign focuses on engagement, grants, and vehicle giveaways, not just brand exposure.
Ford is set to replace Chevrolet as the official automotive partner of Major League Baseball under a new multiyear agreement launching on Opening Day, ending Chevy’s two-decade run that began in 2005.
The agreement was confirmed by Ford’s global chief marketing officer, who told the Detroit Free Press that the switch gives Ford top-tier MLB rights, along with a presence across Minor League Baseball and Little League International, positioning the automaker to engage fans from youth leagues through the World Series.
Ford will have access to key league events, including All-Star Week and the postseason, and will serve as a presenting sponsor of MLB’s July Fourth initiative. The company said the partnership is designed to go beyond traditional sponsorship visibility and focus on deeper audience engagement.
As part of the activation strategy, Ford will provide grant funding to Little Leagues in markets where it operates and launch the “Drive Them Home Sweepstakes,” offering fans the chance to win vehicles including the F-150, Expedition and Bronco.
Despite the national shift, Chevrolet branding will remain at Comerica Park through a separate local dealer agreement.
The transition marks a notable change in the automotive sponsorship landscape, with Ford taking over one of the most prominent sports marketing platforms in the United States after Chevrolet’s 20-year tenure.
