Mrs. Fields Famous Brands LLC, franchisor of Mrs. Fields Cookies and TCBY frozen yogurt stores, has announced a multi-year strategic partnership with the Arizona Diamondbacks. The new agreement includes plans for seven co-branded Mrs. Fields and TCBY locations to be opened at Chase Field in Phoenix in time for the 2010 D-backs games.
The partnership will collaborate on innovative marketing and promotional initiatives to provide D-backs fans with exclusive premium treat options within the ballpark. The marketing promotions also will extend to other local Mrs. Fields and TCBY stores.
The D-backs agreement helps advance Mrs. Fields Famous Brands' goal of leveraging its long history of category leadership by expanding beyond traditional store locations — a key component of their strategic growth plan. The locations throughout Chase Field will be the first in a Major League Baseball ballpark and will extend the reach of Mrs. Fields and TCBY to more than 2 million visitors every year.
"We're thrilled to be able to serve D-backs fans," said Rob Streett, senior vice president of strategic development for Mrs. Fields Famous Brands, in a news release. "The D-backs are a world championship team and they share our passion for creating memorable guests experiences. Introducing fans to these great brands reinforces the D-backs commitment to enhancing their fans' overall experience."
This seven-location agreement at Chase Field is the latest success in Mrs. Fields Famous Brands' plan to expand into non-traditional venues. The company also has recently announced a partnership with Flamingo Hotel.
Mrs. Fields Cookies has more than 1,200 franchised and licensed locations worldwide. TCBY has more than 800 locations, both in the United States and internationally.
