Fastenal Just Inked a Partnership with an MLB Team. Here’s Why
Fastenal's latest sports-oriented endeavor joins several other pro teams and leagues that the distributor supports. The company gave us the details on why it made sense and what's involved.
In recent years, we’ve seen numerous major industrial distributors strike marketing and supply chain partnerships with professional sports teams and leagues. These deals give companies valuable visibility into a key demographic — contractors, manufacturers, facility maintenance staff and jobsite employees — who make up the majority of these distributors’ customer base. In return, these teams and leagues get supply chain service from a (often leading) provider.
Among these distributors that have forged high-level sports marketing partnerships, Fastenal is one of the most active. With deals already in place with the National Hockey League, RFK Racing in the NASCAR Cup Series, the NFL’s New England Patriots and Cleveland Browns and Major League Soccer’s Columbus Crew, the company just inked its latest sports marketing endeavor — a three-year deal with Major League Baseball’s Texas Rangers. The ballclub announced it on Feb. 26.
We asked Fastenal about the details of this new partnership and how it came about. Here’s what Steve Diekman, Regional Vice President for Texas and Louisiana, told MDM:
Steve Diekman – Fastenal Regional VP, Texas & Louisiana
“This is a dual partnership, and frankly, it was non-negotiable for us unless it was one. There are two agreements within this partnership. No. 1, we are agreeing to a marketing partnership that entails advertising, small amounts of tickets and suite access for customer appreciation and possible large events for employees or customers. No. 2, they agree to allow Fastenal to be their No. 1 supply chain partner for their maintenance supplies and services. We will be investing labor, technology and inventory management programs within their maintenance department to support their needs.”
Diekman said Fastenal initiated the deal with the Rangers, presenting other partnerships that are working well within the organization today to gauge their interest. He added that if the Fastenal-Rangers partnership goes the way Fastenal believes it will, it could result in a fruitful collaboration that goes well beyond its scheduled three years.
“We believe that the Texas Rangers baseball club and Fastenal both are world-class organizations that strive to get better every day,” Diekman told us. “We believe that this partnership makes us both better.”
In a LinkedIn post, the Rangers said: “We are thrilled to announce a new partnership with Fastenal, a leader in industrial supply solutions. This collaboration marks an exciting milestone in our commitment to improving operations and delivering excellence both on and off the field. Together, we are committed to creating a winning environment for our fans at Globe Life Field. Welcome to the Rangers family, Fastenal! We look forward to a successful partnership and a fantastic season ahead.”
Mike Hockett is MDM's executive editor, having joined the publication in March 2022. He oversees MDM’s editorial content and direction, coordinates with contributing authors, conducts interviews with executives in the wholesale distribution space and serves as the editorial face of MDM at industry events. He has extensively covered the distribution and manufacturing sectors since 2014. Hockett works from his home in Madison, WI. He can be contacted at [email protected].
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