Major League Baseball has a new reason to raise a glass

In a historic first, MLB has named Traveller Whiskey—Sazerac’s latest blended whiskey brand—as its Official Whiskey Sponsor. This new partnership opens the door to a spirited blend of sports and lifestyle branding, with activations rolling out across the league.

Fans can expect to see co-branded point-of-sale displays and targeted media buys across MLB rightsholders. Additionally, the partnership will feature digital and social content crafted to connect with baseball enthusiasts, with team and player integrations currently in development.

Traveller Whiskey, which launched in January 2024, already made its mark earlier this year by sponsoring Justin Allgaier’s No. 40 Chevrolet at the Daytona 500 through JR Motorsports. The brand is closely tied to Grammy-winning artist Chris Stapleton, blending the authenticity of country music with the edge of American motorsports—and now, America’s pastime.

This deal adds another layer to MLB’s evolving brand landscape, highlighting the league’s continued investment in lifestyle crossovers and experiential partnerships.