LAVA signs the Toledo Mud Hens and West Michigan Whitecaps

LAVA is heading to the ballpark! We're proud to announce two new Minor League Baseball partnerships: the Toledo Mud Hens and the West Michigan Whitecaps.

Both are Detroit Tigers affiliates—the Mud Hens at Triple-A and the Whitecaps at High-A—and both are the kind of organizations we love working with: community-driven, fan-obsessed, and always looking for ways to make the gameday experience better.

About the Toledo Mud Hens

The Toledo Mud Hens are one of the most iconic brands in Minor League Baseball. A Triple-A affiliate of the Detroit Tigers, the Mud Hens play at Fifth Third Field in downtown Toledo, Ohio—a venue that was named the best minor league ballpark in America by Newsweek when it opened in 2002. With a history dating back to 1896 and 75 home games per season, the Mud Hens have built a loyal, multigenerational fan base in northwest Ohio.

Modernizing the fan experience in Toledo

The Mud Hens came to LAVA looking to modernize a fan experience that was held back by disconnected systems and manual processes, including paper vouchers for rewards and an inability to redeem across all points of sale. LAVA is replacing that approach with a connected digital ecosystem, integrating across the Mud Hens' ticketing with Tickets.com, POS, and payment systems to power mobile wallet passes,  points and stored value rewards, digital redemption across concessions and merchandise, and added-value ticket offers—all in one platform. The result: a seamless, modern fan experience bridging digital and in-person touchpoints.

“Delivering a great gameday experience has always been at the core of what we do, and partnering with LAVA will enable us to keep raising that bar. Moving from paper vouchers to a fully connected digital platform means our fans can focus on what they came for—a great night at the ballpark." — Brian Perkins, VP of Fan & Business Intelligence, Toledo Mud Hens

About the West Michigan Whitecaps

The West Michigan Whitecaps are the High-A affiliate of the Detroit Tigers, based at LMCU Ballpark in Comstock Park, Michigan, just outside Grand Rapids. The Whitecaps were named Minor League Baseball's 2025 Organization of the Year—the highest organizational honor in MiLB—capping a season in which they posted a 92–39 record, won the Midwest League championship, and achieved their highest average attendance in 25 years. It was their fourth consecutive season of attendance growth, a testament to their passionate fan base and relentless commitment to the fan experience.

Getting started in West Michigan

The Whitecaps are kicking off their partnership with LAVA this season by launching concession added-value tickets, giving fans preloaded concession value tied directly to their ticket purchase through an integration with Tickets.com. It's a great first step that enhances the gameday experience from the moment a ticket is bought.

Why Minor League Baseball 

Minor league teams are the heart of their communities. With 70+ home games per season, they offer a massive number of fan touchpoints—and every one of those interactions is an opportunity to deepen the fan relationship, drive per cap spend, and create moments that bring people back. These organizations run lean and move fast, which makes LAVA's pre-built integrations and fast time to value especially relevant. Signing two Tigers affiliates also signals LAVA's ability to serve across organizational ecosystems, from Triple-A to High-A.

"The best fan experiences start with connected data and real-time activation. We're excited to partner with the Mud Hens and Whitecaps and help them deliver exactly that." — Wen Miao, CEO, Lava.ai

What's next

Two new partnerships, two great teams, and a lot of baseball ahead. We're just getting started with both the Mud Hens and the Whitecaps, and we're looking forward to building on these foundations—more integrations, more fan moments, and more ways to drive value across the gameday experience.

Interested in how LAVA can help your organization? Contact us.