Home Run: MLB, Ace Hardware Construct Multi-Year, Multi-Platform Alliance
Tuesday, April 15, 2025 at 01:45PM By Barry Janoff
April 15, 2025: Ace Hardware marketing says it’s the “place with the helpful hardware folks.”
Now, it’s also the place that is an official partner with MLB.
MLB has signed a three-year pact that names Ace the league’s “official hardware and home improvement retail partner.”
Ace said it would use the alliance to “spotlight leading brands available at its stores showcasing a full lineup of products to help fans enhance their homes, yards, and game-day experiences.”
Financial terms of the pact were not disclosed.
The deal marks a return to the category for MLB for the first time since 1995 when True Value was involved, according to industry analysts.
“We’re excited to partner with Ace Hardware, another iconic American brand whose impact has been felt by consumers around the country,” Uzma Rawn Dowler, MLB CMO and svp-global corporate partnership, said via the league.
“Ace’s commitment to convenience, quality and service within their local communities aligns perfectly with the values of our league and the passion of our fans.”
As part of the partnership, Ace Hardware will have a presence across MLB’s media platforms through virtual signage and branded content during nationally televised and streamed games and MLB digital and social media channels.
In addition, MLB and Ace Hardware are launching “Yard Superstars presented by YardRx”, a brand engagement platform that “celebrates baseball’s most electrifying defensive plays, from outfield assists to sliding stops and home run robberies.”
Ace Hardware said its new YardRx subscription service for prescriptive yard care “draws a playful connection between elite yard work on the field and expert yard care at home. The program will engage fans across such MLB as MLB.com, MLB Network and social and digital platforms, bringing the game’s most spectacular defensive moments to viewers all season long.”
“Ace and baseball have always been about more than just hardware or home runs,” CMO Kim Lefko said via Ace Hardware.
“For over a century, both Major League Baseball and Ace Hardware have been rooted in tradition, signaling the start of spring, bringing people together, and celebrating the spirit of community and family. That’s what makes this partnership with Major League Baseball such a natural fit.”
Ace Hardware said it has more than 5,000 stores worldwide with the majority independently owned and operated by local entrepreneurs.
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