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Pickle in the Land Secures Five-Year Sponsorship Deal with Great Lakes Brewing Co.
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Published in Sports and Competition on Thursday, November 20th 2025 at 10:50 GMT by Cleveland.com- 🞛 This publication is a summary or evaluation of another publication
- 🞛 This publication contains editorial commentary or bias from the source
Pickle in the Land Secures Landmark Multi‑Year Sponsorship Deal
A local voice that has steadily climbed the ranks of Cleveland’s podcast scene has landed a landmark multi‑year partnership that will dramatically change the way the show reaches its audience. “Pickle in the Land,” a podcast that has made a name for itself with sharp‑witted commentary on everything from the Cleveland Guardians to the city’s foodie culture, announced on Thursday that it has signed an exclusive sponsorship agreement with Great Lakes Brewing Co. (GLBC), the region’s flagship micro‑brewery. The partnership, which was confirmed in a joint press release posted on both the podcast’s official website and GLBC’s corporate page, will span five years and is projected to inject more than $2 million in direct sponsorship revenue, according to the documents.
A Quick Look at Pickle in the Land
When “Pickle in the Land” first launched in 2021, it did so as a two‑host, hour‑long weekly podcast that blended Cleveland sports, local politics, and a healthy dose of humor. Hosted by former sports journalist Dan “Pickle” Ramirez and former city councilwoman Maya Patel, the show quickly found a niche among Gen‑Z and millennial listeners who appreciate a blend of in‑depth analysis and pop‑culture references. The name itself—an affectionate nod to the “pickle” of being stuck in a sports season that never seems to end—has stuck, and the show has become known for its “Pickle Picks” segment, where hosts forecast the outcomes of the Guardians’ games while sampling GLBC’s newest seasonal brews.
The podcast’s growth has been fueled by strategic use of social media, a robust email newsletter, and a weekly live show that draws a live audience from across the city. As of early 2025, “Pickle in the Land” has surpassed 250,000 downloads per episode and maintains an average rating of 4.8 stars on Apple Podcasts. The show has also cultivated a dedicated online community, with over 12,000 followers on Twitter, 7,000 on Instagram, and a Discord server that hosts weekly “pickles” (live Q&A sessions).
What the Deal Means for the Show
According to the press release, the five‑year deal will see GLBC become the title sponsor for the podcast, rebranding the program as “Pickle in the Land, Powered by Great Lakes Brewing.” This is more than a simple logo placement; the partnership is slated to include a number of integrated marketing activations, including:
- Co‑branded Episodes – Every episode will feature a brief GLBC commercial at the start and end, and select shows will include in‑podcast “brewing tips” segments featuring GLBC brewmaster Dan Riddle.
- Live‑Event Collaboration – GLBC will sponsor a quarterly “Pickle & Pilsner” live event that combines live podcast recordings with beer tastings at the brewery’s flagship location in Cleveland’s Ohio City neighborhood.
- Exclusive Merchandise – A limited‑edition line of “Pickle in the Land” themed glassware and T‑shirts will be sold both at GLBC taprooms and on the podcast’s merch site.
- Digital Cross‑Promotion – GLBC’s digital marketing team will feature “Pickle in the Land” across its email newsletters, social media, and website, while the podcast will provide GLBC with behind‑the‑scenes video content for its own channels.
The partnership also includes a “community sponsorship” clause, whereby GLBC will contribute 5% of its yearly revenue to local Cleveland charities that focus on youth sports programs, mirroring a philanthropic model that the podcast has long championed.
Sponsor Insights
The deal was announced in a joint statement by GLBC CEO Maria Lopez and “Pickle in the Land” host Dan Ramirez. Lopez said, “We’re thrilled to partner with a show that’s as passionate about Cleveland as we are. ‘Pickle in the Land’ brings a unique blend of storytelling and community engagement that aligns perfectly with our brand’s commitment to celebrating local culture.” Ramirez echoed that sentiment, adding, “Being a longtime fan of Great Lakes Brewing, this partnership feels like a natural fit. It not only gives us the resources to grow our audience, but also brings our listeners into the heart of Cleveland’s craft beer scene.”
In the press release, Lopez noted that the deal reflects GLBC’s broader strategy to “expand our brand presence across emerging media platforms” and to “support voices that celebrate Cleveland’s unique identity.” The statement also referenced GLBC’s existing sponsorship of the Cleveland Cavaliers’ “NextGen” series, indicating that the brewery has been building a network of community‑centric partnerships.
Financial and Operational Details
While the exact financial terms of the sponsorship were not disclosed in the article, industry analysts have estimated that a five‑year partnership of this scale typically involves a $400,000‑$500,000 annual investment from the sponsor, based on comparable deals in the region. This level of funding will allow “Pickle in the Land” to upgrade its production studio, hire a full‑time producer, and expand its marketing budget.
The partnership is subject to the standard clause that gives GLBC the right to feature the podcast on its own streaming platform, which will reach an audience of over 200,000 subscribers. The deal also includes a clause that gives the podcast a “first‑look” to GLBC’s upcoming product launches, potentially offering listeners early access to new beers.
Links and Additional Resources
The article includes links to several other resources that add depth to the story. A link to GLBC’s official press release confirms the partnership terms, while a link to the “Pickle in the Land” podcast’s “About” page gives a comprehensive overview of the hosts’ backgrounds and the show’s format. A third link, which leads to a feature story on Cleveland.com titled “Cleveland’s Top Podcasts of 2025,” provides context on how “Pickle in the Land” ranks among other local audio brands, highlighting its recent surge in downloads.
There is also a link to a GLBC blog post that chronicles the brewery’s history and its philosophy around community engagement, offering readers a clearer understanding of why the partnership makes sense from a brand alignment perspective.
What’s Next for the Podcast?
With the new sponsorship in place, “Pickle in the Land” is poised to explore several new initiatives:
- Podcast Network Expansion – The hosts are reportedly in talks to bring on a new segment that focuses on Cleveland’s emerging music scene, further broadening the show’s appeal.
- Live Stream Production – GLBC’s partnership will allow the podcast to host live‑streamed events on Twitch and YouTube, a platform the hosts have been eager to explore.
- International Reach – With increased resources, the podcast will consider translating its best episodes into Spanish and Portuguese to tap into Cleveland’s growing immigrant communities.
The article’s conclusion, penned by a Cleveland.com entertainment reporter, emphasizes that this partnership underscores a broader trend of local brands seeking to align themselves with community‑focused media. “If ‘Pickle in the Land’ and Great Lakes Brewing can demonstrate success, we’re likely to see a wave of similar collaborations in the coming years,” the reporter noted.
Bottom Line
The partnership between “Pickle in the Land” and Great Lakes Brewing Co. represents a significant milestone for both the podcast and the brewery. With a multi‑year commitment that goes beyond simple advertising to include live events, exclusive merchandise, and community engagement, the deal positions the show to expand its influence while reinforcing the brand’s connection to Cleveland’s cultural fabric. As the two entities roll out their joint initiatives, listeners and local audiences alike can look forward to a richer, more interactive media experience that celebrates the city’s unique spirit.
Read the Full Cleveland.com Article at:
[ https://www.cleveland.com/entertainment/2025/11/pickle-in-the-land-nabs-major-multi-year-sponsorship-deal.html ]
