"Atlanta has given me so much, and I'm honored to collaborate with Deer Park to create art that reflects our incredible community, culture and creativity," said George F. Baker III (Instagram: @gfb3). "Atlanta fans show up loud, proud, and full of heart, and that spirit lives in every part of this project, from the bottle to the mural and beyond. It's an honor to be part of something that celebrates not just All-Star Week, but the people who make this city feel like home."
With deep roots in "The A," Deer Park® Spring Water is tapping into the excitement of the upcoming game with a digital content series called "Keeping it Real," which spotlights the people who give Atlanta its distinct edge. Conceived and produced by The Lab, the in-house creative agency at Primo Brands, the series features interviews with a variety of figures, including George, and Austin Riley of the Atlanta Braves, who is also a Deer Park® Spring Water ambassador this season.
Supporting the Heroic Work of Local All Stars
Through a fan-driven vote, Deer Park® Spring Water will give back to local organizations who provide vital services to Atlanta's communities by making donations totaling $95,000 to three standout community organizations, each selected for their commitment to strengthening Atlanta:
- Food Well Alliance: A collaborative network of local leaders working together to build equitable and thriving community gardens, urban farms, and orchards across metro Atlanta.
- Boys & Girls Club of America: For more than 165 years, Boys & Girls Clubs of America has provided a safe place for kids and teens to learn and grow. Clubs offer caring adult mentors, fun and friendship, and high-impact youth development programs on a daily basis after school and during the summer.
- Team Red, White & Blue (Team RWB): With Austin Riley as a partner, this nonprofit organization helps veterans lead healthier lives through fitness events, training, and programs.
The public will vote for their organization of choice, and all three will be honored during a special celebration during All-Star Game festivities.
"Atlanta isn't just hosting the MLB All-Star Game – it's home to a community of All-Stars who make the city so special through their creativity, their energy, and the love of their city," said Kheri Tillman, Chief Marketing Officer, Primo Brands. "As a graduate of Spelman College, a historically black women's liberal arts college in Atlanta that is dedicated to its community, this activation is special. Our MLB partnership is meant to lift up the communities we serve, and this campaign is the latest example of that promise in action. Only a brand with roots as deep as Deer Park® Spring Water can show up in this way for Atlanta, by Atlanta, and we're honored to celebrate the people who keep this city real, give back through their passions and make a real impact."
One percent of sales from the purchase of Deer Park® aluminum bottles will be donated to organizations focused on conserving and preserving watersheds for future generations; we do this through a partnership with 1% for the Planet, a global network of businesses aimed at making a positive impact on the environment.
Fans can find the limited-edition bottles now, and vote for their organization of choice, until June 30. The "Keeping it Real" series is currently on the brand's Instagram handle, @deerparkwtr, and at deerparkwater.com.
About Deer Park® Spring Water
Deer Park® Spring Water has been proudly refreshing America for over 150 years, with its roots tracing back to 1873 and the original spring—Boiling Spring, MD, nestled in the Appalachian Mountains. What began as one historic source has grown into a trusted brand that now responsibly sources and bottles spring water from multiple locations across the Eastern seaboard.
Learn more about our brand at www.deerparkwater.com, and follow us on Instagram @deerparkwtr.
Deer Park® Spring Water is part of Primo Brands, a leading North American branded beverage company focused on healthy hydration.
About Primo Brands
Primo Brands is a leading North American branded beverage company focused on healthy hydration, delivering responsibly sourced diversified offerings across products, formats, channels, price points, and consumer occasions, distributed in every U.S. state and Canada.
Primo Brands has a comprehensive portfolio of highly recognizable and conveniently packaged branded water and beverages that reach consumers whenever, wherever, and however they hydrate through distribution across retail outlets, away from home such as hotels and hospitals, and food service accounts, as well as direct delivery to homes and businesses. These brands include established "billion-dollar brands" Poland Spring® and Pure Life®, premium brands like Saratoga® Spring Water and The Mountain Valley® Spring Water, regional leaders such as Arrowhead®, Deer Park®, Ice Mountain®, Ozarka®, and Zephyrhills®, purified brands including Primo Water™ and Sparkletts®, and flavored and enhanced brands like Splash Refresher™ and AC+ION®. Primo Brands also has an industry-leading line-up of innovative water dispensers, which create consumer connectivity through recurring water purchases.
Primo Brands operates a vertically integrated coast-to-coast network that distributes its brands to more than 200,000 retail outlets, as well as directly reaching consumers through its Direct Delivery, Exchange and Refill offerings. Through Direct Delivery, Primo Brands delivers responsibly sourced hydration solutions direct to home and business customers. Through its Exchange business, consumers can visit approximately 26,500 retail locations and purchase a pre-filled, multi-use bottle of water that can be exchanged after use for a discount on the next purchase. Through its Refill business, consumers have the option to refill empty multi-use bottles at approximately 23,500 self-service refill stations. Primo Brands also offers water filtration units for home and business customers across North America.
For more information, please visit www.primobrands.com.
About Major League Baseball
Major League Baseball (MLB) is the most historic professional sports league in the United States and consists of 30 member clubs in the U.S. and Canada, representing the highest level of professional baseball. Led by Commissioner Robert D. Manfred, Jr., MLB has achieved back-to-back attendance gains for the first time in 12 years with an overall increase of +11% and 80% of Clubs welcoming more fans over the last two seasons following extensive rule changes that have improved the quality of play on the field. With the 2024 season featuring the best time of game in 40 years and the most stolen bases in 109 years, MLB viewership increased across all its national media partners, grew international viewership by +18%, set another record for MLB.TV streaming with more than 14 billion minutes watched and earned League of the Year honors from Sports Business Journal and the CLIOS. As the league increased its marketing efforts and promotion of star players, MLB has significantly increased its younger fan base as evidenced through viewership, social media, ticket purchasing, and participation metrics.
Through its MLB Together social responsibility efforts, MLB remains committed to making a positive impact in the communities of the U.S., Canada and throughout the world. With the continued success of MLB Network, MLB digital platforms and local media production and distribution, MLB continues to find innovative ways for its fans to enjoy America's National Pastime and a truly global game. To learn more about MLB, please visit www.mlb.com.
About Boys and Girls Club of America
For more than 165 years, Boys & Girls Clubs of America (BGCA.org) has provided a safe place for kids and teens to learn and grow. Clubs offer caring adult mentors, fun and friendship, and high-impact youth development programs on a daily basis during critical non-school hours. Boys & Girls Clubs programming promotes academic success, good character and leadership, and healthy lifestyles. Over 5,500 Clubs serve more than 4 million young people through Club membership and community outreach. Clubs are located in cities, towns, public housing and on Native lands throughout the country, and serve military families in BGCA-affiliated Youth Centers on U.S. military installations worldwide. The national headquarters is located in Atlanta. Learn more about Boys & Girls Clubs of America on Facebook and LinkedIn.
About Food Well Alliance:
Food Well Alliance (FWA) is a collaborative network of local leaders working together to build equitable, thriving community gardens, urban farms, and orchards across metro Atlanta. FWA's mission is to provide resources and support to local growers to connect and build healthier communities. Their vision is for an Atlanta that is locally grown and community connected. Since their founding in 2015, FWA has engaged thousands of people annually around the issues of local food and provided more than $15 million in
direct resources. FWA currently supports more than 300 growing spaces in the five-county Atlanta metro area: Fulton, DeKalb, Cobb, Gwinnett, and Clayton counties- with orchard plantings and service extending into the full Atlanta Region. Learn more about their work and how you can get involved @foodwellalliance or foodwellalliance.org.
About Team Red, White & Blue (Team RWB):
Team Red, White & Blue (Team RWB) is a 501(c)(3) nonprofit organization and America's leading health and wellness community for the military-connected community. Team RWB's events and programs empower Veterans and Service Members to build a healthy lifestyle focused on four pillars: physical health, mental health, genuine relationships, and a sense of purpose. With over 250,000 members and supporters across the nation, Team RWB is enriching lives and local communities through both in-person events and dynamic in-app programming. Visit teamrwb.org to get involved.
SOURCE Primo Brands Corporation
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