MiLB Munchie Mitt PR Strategy

public relations strategy

earned media outreach

influencer relations

crisis-free social management

fan engagement strategy

Skylark partnered with Minor League Baseball (MiLB) to design and execute a bold PR strategy for the Munchie Mitt—a glove that perfectly embodies MiLB’s reputation for fun and over-the-top fan experiences.

The glove, which holds a drink with a hydration pouch, dispenses a hotdog, and stores condiments, served as the ideal hook for a PR campaign built around shareability, humor, and fan engagement.

Skylark’s objective: Position the Munchie Mitt as a cultural moment in sports entertainment, using earned media and strategic influencer partnerships to drive national buzz, positive sentiment, and new fan acquisition.

Strategic PR Approach

1. Influencer-Led PR LaunchTo spark organic conversation, MiLB engaged influential voices with strong cultural credibility:

Jordan Howlett (2.4M views, 71K engagements) and New York Nico (460K views, 31K engagements) showcased the Munchie Mitt in content tailored to their unique styles, generating 2.86M views and 102K engagements.
This influencer-first strategy ignited social conversations and positioned the Munchie Mitt as a must-see cultural moment, with strong commentary from diverse audiences.

2. Leveraging Institutional Credibility: MLB & MiLB CollaborationSkylark helped MiLB capitalize on the influencer buzz by consulting on strategic content partnership distribution.

A Tim Robinson-esque infomercial evoked humor and captured the internet’s attention, amplifying the Munchie Mitt’s personality and aligning it with MiLB’s entertainment-first brand ethos.
The collaboration provided institutional validation, expanding reach to MLB’s broader audience while ensuring positive reception.

3. Targeted Earned Media OutreachSkylark conducted proactive outreach to national, consumer, and trade media to secure prominent placements:

Big Hits - The Munchie Mitt was featured on the likes of The Dan Patrick Show
Additional Earned Media – Coverage from Fox 29 Philadelphia, CBS 58 Milwaukee, The Big Lead, and Sportskeeda praised the Munchie Mitt’s quirky, fan-friendly design.
Trade Media Spotlight – A feature in AdAge highlighted the glove’s innovative design, with commentary celebrating its playful practicality.

The earned media strategy resulted in:

16.12M total social audience reach within two days.
1.7M+ impressions and 68K+ total engagements on owned MLB and MiLB social channels.
78% positive social sentiment, 16% above average, validating the campaign’s tone and messaging.

Overall Results:

16.12M total audience reach in launch week
2.86M influencer-led launch views
78% positive social sentiment (+16% above average)
2,304 fan sweepstakes entries (88% net-new MiLB users)
Multiple national and trade media hits, including AdAge spotlight