For Kraft-owned condiment brand Miracle Whip's 84th birthday, it decided to sponsor an octogenarian basketball team.
The San Diego Splash is comprised of women 85 and older who all gather to play basketball at their local YMCA. The team competes with other senior women, but the members of the Splash are among the oldest in the league. The San Diego Splash team reached viral fame when ESPN aired a special on the team in June 2017 that garnered 12,000,000 hits online.
According to Miracle Whip's director of marketing, Matt Carpenter, "Miracle Whip is a brand that recognizes that some of the best things have been around for the longest time." This endorsement deal hopes to promote the idea that Miracle Whip is a brand with heritage and a product worthy of being shared by multiple generations.