VOL 26 ISSUE 24, June 16, 2025
Delaware North’s social media presence has grown significantly during Major League Baseball (MLB) season, thanks to a focused strategy built on team partnerships, creator content and Instagram collaboration posts.
Delaware North’s social media team members measure performance through views (reach) and interactions (likes, comments, shares, saves) – which illustrate how many people are seeing Delaware North Sportservice content on social media and who is engaging with the content.
Above: Delaware North Sportservice regularly works with social media creators to highlight food, beverage and retail offerings at MLB ballparks where the company operates throughout the United States. Pictured above (left to right) are social collaborations that spotlight Globe Life Field (Texas Rangers), Busch Stadium (St. Louis Cardinals) and Great American Ball Park (Cincinnati Reds).
Major wins on social media
- MLB team collaborations: First-ever Instagram collaborations with MLB team accounts, including the Cincinnati Reds (791K followers), Detroit Tigers (1M), and Texas Rangers (1M) – putting the Sportservice brand front and center on official team pages.
- The Boomstick goes viral: A collaboration video with the Texas Rangers, Globe Life Field and creators AJ & Big Justice (known as the Costco Guys, 556K followers) featured the Boomstick and earned 199K views and 12.8K total interactions.
- Great American Ball Park (GABP) and Taste of Home: As a newly trusted food creator for Taste of Home, Elise Jesse shared content with GABP Executive Chef Gary Davis featuring Delaware North’s Skyrosa, Street Nachos and more. Each story earned 10K impressions and was reshared by Taste of Home’s Instagram (2.1M followers)
- At Busch Stadium in St. Louis, Cameron Guzzo’s Slinger Dog post prompted an increase in sales and direct coordination for subsequent posts at Petco Park in San Diego: Lob Dog video (238K views, 18K interactions) and the Tri Tip Nachos video (67K views and 4.2K interactions).
- At Progressive Field in Cleveland and Globe Life Field in Arlington, Texas, Eric Hammer (151K followers) received behind-the-scenes tours of Delaware North’s operations at the ballparks.
Event and influencer activations
- Busch Stadium hosted nine creators in the Delaware North suite and provided merchandise, gift cards, chef meet-and-greet opportunities and behind-the-scenes access.
- Truist Park in Atlanta hosted @grillthissmokethat (250K Instagram and 700K TikTok followers), and creator Benton Palmer featured Truist Park’s latest concessions through collaboration posts highlighting menu items such as the Tsunami Trio, Coop’s Wings, and Blue Moon’s smash burger and fried chicken sandwich.
- Globe Life Field has hosted eight influencer collaborations this season, with more in the works.
Coming soon
- Delaware North’s team at Progressive Field is teaming up with the Guardians’ social media crew, the Hot Dog mascots and food creator @supchef_ (160K followers) for an upcoming video shoot featuring menu items in his popular MLB Hot Dog Series.
- A similar future collaboration is in the works with Busch Stadium and the St. Louis Cardinals, continuing the momentum across multiple MLB ballparks.
These efforts reflect the growing strength of Sportservice’s digital strategy and how collaboration – across teams, stadiums and creators – helps showcase Delaware North’s culinary offerings to fans nationwide. If your Sportservice location has a great food story, new menu item or creator visit coming up, reach out to Stephanie Cain for ways to collaborate and share your work.
Don’t forget to follow and engage with Delaware North Sportservice to see the latest content.
Instagram: @delawarenorth_sportservice
TikTok: @delawarenorth