As demonstrated by its Most Valuable Partner Awards, the MLB Arizona Diamondbacks fully embrace sponsor cross-promotions.

The thinking is straightforward: Sponsors can gain greater reach and impact by sharing resources with like-minded companies. 

“We’re big on cross-promotions. There is strength in numbers—you can create stronger partnerships when you pull partners together,” said Judd Norris, the Diamondbacks’ vice president of corporate partnerships.

That was the thinking behind a new teen safe driving campaign presented by State Farm and Sanderson Ford.

The initiative centers on former D-backs slugger Luis Gonzalez and his children. A well-known family man, Gonzalez’s triplets gained media attention following the slugger’s game-winning single in Game 7 of the 2001 World Series. The outfielder currently works in the Diamondbacks’ front office.  

Norris came up with the program following a conversation with Debbie Castaldo, the Diamondbacks’ vice president of corporate and community impact, who mentioned the triplets were celebrating their 16th birthday this year.

With children of his own, Norris saw an opportunity to create a teen safe driving campaign with the triplets as the hook.

“Luis’ kids became very famous after the hit, and they’re turning 16 this year. We want to put kids safely behind the wheel, so we created a program with Luis, State Farm and Sanderson Ford.”

The team kicked off the program on June 7 with a street fair outside Chase Field where teenagers could take a safe driving pledge. The event featured Gonzalez and his family, vehicle display and representatives from the Phoenix police and fire departments. State Farm also secured reps from Mothers Against Drunk Driving and other nonprofits.

Consumers that took the pledge received a free T-shirt.

This Diamondbacks will host three safe driving seminars at Chase Field. Each participant will receive a complimentary ticket to a game where they will receive recognition during a pre-game ceremony.

The Diamondbacks will host the seminars July 19 and Aug. 3. The team is finalizing the date of a third event after the first two sold out.

“We’re very proud to team up with Luis Gonzalez, the Arizona Diamondbacks and State Farm insurance to promote teen safe driving,” said Sanderson Ford president David Kimmerle, noting that motor vehicle crashes are the leading cause of death among 15-to-20-year-olds.

The dealership will use the campaign to tout Ford MyKey, a technology that allows parents to influence teen driving habits.

“More awareness and training, along with new safety technology like MyKey, will save lives and help bring home teens safely.”

State Farm and Ford are touting the promotion through PR initiatives, their Web sites and digital inventory at Chase Field.