Firehouse Subs signs first national sports deal with Major League Baseball

Firehouse Subs has entered the professional sports arena, securing a multi-year partnership that designates the Florida-based chain as the Official Sub of Major League Baseball across the United States and Canada. The agreement marks the first time in the 31-year history of the restaurant brand that it has aligned with a national league.

Money Talk·July 15, 2026·reads: 1,308

Firehouse Subs signs first national sports deal with Major League Baseball

The deal kicks off with a promotion titled "Extra Innings, Extra Subs." Beginning July 17, 2026, customers can redeem a buy-one-get-one-free offer on medium subs whenever an MLB game goes into extra innings during a Friday, Saturday, or Sunday. The promotion requires the use of the Firehouse Subs app or website with the promo code "EXTRA," and the free sub is redeemable the following Monday through Wednesday.

Beyond the consumer promotion, the partnership integrates Firehouse Subs into several MLB youth-focused initiatives. The brand will serve as an official partner of the PLAY BALL program and the presenting partner of MLB Pitch, Hit & Run, a youth skills competition celebrating its 50th anniversary this year. Carolina Berti, Chief Marketing Officer at Firehouse Subs, noted that the collaboration reflects a shared commitment to community engagement and supporting the next generation of baseball fans.

This partnership also brings the brand’s philanthropic mission to a broader audience. A portion of every purchase at Firehouse Subs locations continues to benefit the Firehouse Subs Public Safety Foundation, which has contributed over $115 million in equipment and resources to first responders throughout North America. The announcement coincides with the chain’s launch of its new Smokin' Honey Melts, featuring a signature chipotle-based sauce.