Firehouse Subs announced a multi-year partnership that designates it the official sub of Major League Baseball across the United States and Canada.
The collaboration introduces a promotion called Extra Innings Extra Subs, under which fans receive a free medium sub when weekend games extend into extra innings, using the promo code EXTRA either through the Firehouse Subs app or at participating locations.
In addition to the culinary incentive, Firehouse Subs will lend its support to MLB's PLAY BALL initiative and the Pitch, Hit & Run program, while also directing a portion of sales to the Firehouse Subs Public Safety Foundation.
A Shared Commitment to Community
Founded in Jacksonville, Florida in 1994 by two former firefighters, Firehouse Subs has grown into a national brand under the umbrella of Restaurant Brands International, a company that also operates Tim Hortons, Burger King and Popeyes.
MLB's recent momentum, marked by three consecutive years of attendance growth and record-breaking viewership numbers, underscores the strategic timing of the partnership as the league seeks to deepen engagement with younger fans.
The deal also reflects a broader trend of sports and food brands teaming up to create experiential promotions that blend entertainment with community service, a strategy that appears to resonate with both consumers and stakeholders.