As Americans fire up their grills for Independence Day, brands across the meat, poultry, and seafood categories are cooking up something special of their own. Within Major League Baseball, the NFL, NBA, NHL, and MLS, 79 brands in this category have collectively invested $42.9 million in sponsorships. These deals aren’t just about visibility—they’re about aligning with the culture and spirit of summertime traditions like backyard BBQs and stadium tailgates.

Signage stands out as the dominant asset class, accounting for 46% of total sponsorship spend. With average deal sizes reaching $309,000 and a median of $269,000, these brands are placing big bets on visibility at scale. Whether through static outfield banners, digital LED displays, or stadium concourse activations, these placements offer more than exposure, they create meaningful touchpoints between the product and the fan experience.

Few brands capture the spirit of the holiday quite like Nathan’s Famous. With five active sponsorships and its iconic Hot Dog Eating Contest drawing national attention each July 4th, Nathan’s presence exemplifies how tradition, timing, and strategic sports integration can intersect. As Americans fire up the grill and tune into the game, these sponsorships illustrate how brands become part of the moment—seasonal, cultural, and unforgettable.