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Pain relief brand Blue-Emu strikes multi-year deal with MLB

Major League Baseball has struck a multi-year sponsorship deal with NFI Consumer Products in which the Tennessee-based company’s Blue-Emu line of pain relievers will become the league’s official pain cream, spray, and patch.

Blue-Emu intends to use the MLB alignment to create a baseball-themed marketing campaign around its products. Activations will include digital and broadcast media, as well as in-store promotions with major retailers.

The brand will also continue to leverage its relationship of many years with Hall of Fame catcher Johnny Bench, who will remain a prominent fixture in Blue-Emu advertising.

Blue-Emu also has struck category-exclusive deals with 13 individual MLB clubs to supplement the league-level agreement.

“After years of playing the role of David in a world of Goliaths, Blue-Emu has solidified its place within the topical pain relief category,” said Benjamin Blessing, Blue-Emu executive vice president of marketing. “Now, we want to step up to the plate and reach another level. Partnering with MLB can take us there and reach a massive, diverse audience.”