Francisco Lindor stars in new ad for job site Indeed – Sports Business Journal

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With an eye on capitalizing on baseball viewership over the second half of the season, Indeed is rolling out a new commercial featuring Mets SS Francisco Lindor across all 28 U.S.-based RSNs that are affiliated with an MLB club. The 30-second ad, which runs in concert with the job-search company’s “I need Indeed” brand campaign, debuts this week and was developed in partnership with the Home Team Sports division of Playfly Sports. Playfly COO Craig Sloan told SBJ that Indeed targeted the season’s second half because “with entertainment programming essentially on hiatus and sports content pretty lean until you get to football season, baseball dominates across the country.” He added that MLB’s expanded postseason — from 10 teams in seasons past to 12 this year as part of the new CBA — only further increases the value of baseball’s latter half from a viewership standpoint.
Indeed and Playfly are in the second year of their partnership. Last year, they created two spots featuring Mariano Rivera and Max Scherzer that ran on U.S.-based RSNs in addition to national broadcasts for the All-Star Game, playoffs and World Series. Playfly Creates VP Mike Galante led the development of those ads in addition to this year’s commercial featuring Lindor, which was shot in a park in Queens during an off day for the Mets in July. Galante said it is rare for players to shoot commercials during the season because of the tenuous nature of the baseball schedule — the majority are shot during spring training — but this was Indeed’s plan all along as the company sought to target the second half of the season.
Sloan said he expects the trend of player-focused MLB ads to continue to grow going forward. “The contextually relevant spots just perform better,” he said. “I think more and more will lean into it if we continue to find a way to do it cost effectively because it gives them very much a sponsor look with or without the actual IP from the league or a team, and allows for them to have a much closer association to the content they’re appearing in.”
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