Juan Soto’s move to the New York Mets in a blockbuster $765M, 15-year deal—the largest in MLB history, which the team is expected to confirm at a press conference this afternoon—is poised to both shatter records and unleash a floodgate of trailblazing sponsorship opportunities for both the team and prospective brand partners. 

Soto’s recent link-ups with Mastercard and Celsius––the first time the energy drink maker has partnered with a pro baseball player—illustrate his fast-growing potential to attract big-name brands. Celsius’ ingenious unveiling of the partnership—a video featuring Soto taking the stage at a packed press conference, where he announces that while it wasn’t an easy decision, he’s joined “Team Celsius,” and dons a Celsius cap—captivated social media audiences, generating unprecedented engagement of 2.9M views and 172K likes for Soto with a branded post. If this viral kickoff is any indication of his soaring profile, deep-pocketed brands will soon be racing to partner with the once-in-a-generation slugger, who’s currently the 6th fastest growing MLB athlete on social media. 

Shohei Ohtani’s move to the Dodgers this year provides precedent for the prospective impact of Soto’s superstar status as a New York Met. Ohtani’s arrival added more than $70M in new sponsorship revenue to the team’s coffers––a staggering 7x the MLB team average for 2024—underscoring the transformative power of a marquee signing. While Soto’s reach may not yet rival Ohtani’s global appeal, his 15-year deal signals that Soto may well play out his career as a Met, offering brands the opportunity to align longterm with a future Hall of Famer in one of the country’s largest media markets. 

Continuing his career in New York positions Soto as an arguably unrivaled partner for brands aiming to target a huge, diverse, and highly engaged audience—especially in categories untapped by both Soto and the team, including:

• Consumer Electronics: Particularly audio and wearable devices, a growing sector among NYC athletes.
• QSR & Food Products: A natural fit in a city known for its food culture.
• Banking: Soto’s 15-year deal makes him a credible long term brand ambassador for financial institutions.

As the Mets capitalize on his enormous star power, Soto’s explosive marketability and appetite for innovative partnerships like Celsius could propel its partnership portfolio––the team currently ranks 8th in the MLB by total sponsorship revenue, with 33 new deals in 2024––into the highest, most lucrative echelons of pro sports franchises.