Ghost enters exclusive partnership with Major League Baseball
As part of the partnership, Ghost says it will "fuel fans" with the brand’s energy beverage, distributed in Original OG, Orange Cream, Tropical Mango and other flavors, at concession stands, kiosks and events. Fans will also be able to sample a Ghost Energy signature cocktail at special events throughout the season.
“Authenticity is undefeated, and with Ghost’s headquarters in Chicago and as a lifelong Chicago-born Cubs fan myself, this partnership is a home run on every level,” said Dan Lourenco, Ghost co-founder and CEO.
At Wrigley Field, Ghost Energy has been pegged as presenting partner for the Cubs' "Player Arrivals" social series and the pregame video board feature as players take the field. Ghost signage will also appear in foul territory on the wall down the third base line.
Ghost co-founder Ryan Hughes is from Philadelphia, where the company will be the presenting sponsor for the Phillies’ ‘Strike Out the Stigma’ initiative spotlighting healthy life habits and mental health awareness. The campaign launches May 4 during Mental Health Awareness Month.
“We are extremely excited to officially welcome Ghost, one of the fastest growing performance energy drinks in the world, to the Phillies family,” said Jackie Cuddeback, Phillies senior vice president of partnership sales, suite sales and corporate marketing.
“Our new synergy with Ghost is the perfect blend of sports and culture that will undoubtedly have an impact well beyond the game, as together, we also aim to make a difference in mental health awareness, letting our fans know that they are ‘Never Fightin’ Alone’.”
Branding the ‘feel good’ lifestyle
Sponsoring sports campaigns and events that promote the adoption of a healthy lifestyle is central to the Ghost ethos. The company launched in 2016 to appeal to people who were not obsessed with body perfection. Instead, it focused on the 99% of individuals who consumed Ghost products because they wanted to “feel good, maybe look good on the weekends,” Hughes said in an interview with AdAge.
Targeting that consumer aligns with national trends in the market. In its 2023 Health & Wellness Trends Report, The Vitamin Shoppe noted that functional beverages are no longer marketed only to hardcore athletes or to people with medical conditions but that a younger demographic of consumers drives the market even beyond the sports nutrition category.
Ghost’s lifestyle marketing strategy is increasingly focused on reaching consumers who want to be energized outside the gym—whether at a concert, in the stands or at the console.
Earlier this year, the brand took its new OG flavor to Las Vegas, showcasing it at the Maxim Casino Royale Experience, a concert and party that coincided with the Super Bowl. Outside of traditional sporting events, Ghost is now supplying its FaZe Up lemon-lime energy drink to 7-Eleven stores—a collaboration with professional esports team and entertainment network FaZe Clan.
“Ghost as a brand has ascended in the energy category by staying true to who we are and doubling down on authenticity,” Hughes said, adding that the baseball fanbase “truly embodies the work hard, play hard mantra as much as we do.”
