Social media marketing company Influential has partnered with the MLB Players Association to facilitate branded content opportunities for MLB players. The deal was signed through MLB Players, Inc., the business arm of the MLBPA.
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The company’s Social Intelligence platform uses AI from IBM Watson to match athletes with brands based on an analysis of audience demographics and social engagement. Brands such as Pepsi, McDonald’s, Ford and Venmo have used Influential to launch sponsored campaigns, as have leagues such as the NFL and NBA.
All 1,200 players in the MLBPA will now have access to Influential. The company has also launched Influential U, a platform to connect brands with NCAA student athletes for NIL deals.
