Category: MLB

While it’s been just two weeks since Opening Day–the first since the MLB approved sponsors on uniforms–we’ve already seen 8 jersey patch deals activated, with the latest, between the New York Mets and NewYork-Presbyterian, having debuted last week. Eight different categories have bought MLB jersey patches thus far–and with 22 more jersey patch opportunities open, here’s a rundown of which brands, categories, and teams have inked a deal, and which categories lead other major pro sports leagues in buying this asset.

Of the eight current MLB jersey patch deals, seven are local brands headquartered in each team’s respective market. The only team without a local partner is the San Diego Padres, which was the first ever to sign such a partnership–with Motorola–last April. 

Another interesting aspect of the MLB jersey patch trend is the placement of the patches on the uniforms. The sleeve on which the patch is worn depends on whether the player is a right-handed or left-handed batter, ensuring that the patch is visible to the centerfield cameras with the prime shot of the at-bat. This attention to detail highlights the strategic approach teams are taking to maximize the visibility of their sponsors and deliver value to their partners.

There are 3 other Major Pro Sports leagues that allow uniform sponsors during the regular season: MLS and the NBA with a primary jersey patch, and the NHL with helmet signage. Financial (23%), Technology (15%), Healthcare (10%), Auto (6%) and Insurance (6%) lead the list of categories buying these assets within these leagues. So far in MLB, one Healthcare brand, (NewYork-Presbyterian) and one Financial brand (MassMutual) have a jersey patch deal–so will Technology, Auto, and Insurance follow suit? Or will the league entice other categories–like CBD, whose sponsorships the league approved last June–to leverage this high-profile asset? (Speaking of, the Chicago Cubs signed a deal with MYND DRINKS last week–marking the first CBD team deal within MLB.) Time will tell this season, as more deals are sure to be announced imminently.  

Today’s MLB Opening Day is kicking off with a bang, as America’s favorite pastime flies high on the heels of the record-setting success of the World Baseball Classic. And as the season begins, brands are hoping to hit a home run with sponsorships that leverage the sport’s perennial popularity. 

Last week, Booking.com announced it had signed on as MLB’s Official Online Travel Partner, with the mission to simplify the way Americans plan their baseball-inspired travels across the US. As part of the long term partnership, the company also became the presenting sponsor of the American and National League Division Series.

The offseason saw MLB ink an array of other new partnerships as well. Zoom became the league’s Official Unified Communications Platform and Presenting Partner of the MLB Replay Review on March 16th, in a groundbreaking deal designed to deliver unprecedented transparency to fans, and enhanced communication between umpires and league officials. Call-ins from the umpire will use Zoom Contact Center to power the Zoom Replay Operations Center, and be available to fans on national broadcasts, including MLB Network and Apple TV, to create a more engaging fan experience.

SeatGeek replaced StubHub as MLB’s official ticket marketplace on February 27th, following four other deals in the last four months with the Baltimore Ravens, Utah Jazz, Real Salt Lake, and United Soccer League. The partnership aims to make it easier than ever for fans to buy and sell tickets to league games on the secondary market, and scan directly into the ballpark. 

MLB named FanDuel as its new Official Sports Betting Partner of MLB in North America in early March. The deal gives the gaming destination national broadcast integrations and expanded marketing rights, and customers the ability to watch and wager on games on FanDuel’s  Sportsbook app, as well as its OTT platform, FanDuel+.

Meanwhile, tonight’s ESPN Opening Night Broadcasts will be presented by buzzy tequila brand Casamigos. Considering that tequila was the fastest growing alcohol subcategory last year (across Major Pro Sports) with a 66% increase in total deals–and MLB currently lacks a tequila sponsor–perhaps a Casamigos partnership is in the league’s future.