As one of America’s most iconic and enduring sports, Major League Baseball continues to capture the attention of fans and brands alike. With a rich history and a long-standing tradition of strong fan engagement, MLB offers brands an unrivaled platform to connect with millions of dedicated followers throughout the season. Beyond North America, MLB’s global footprint is expanding rapidly through the MLB International Series, with regular season games played overseas—bringing the sport to new markets and creating fresh opportunities for brands to connect with fans worldwide.

Our 2024 MLB report shows tremendous growth in sponsorship revenue in MLB, as brands continue to capitalize on the league’s expansive reach and passionate fan base. With nearly $1.9 billion in total team sponsorship revenue, the league remains a prime venue for brands looking to maximize visibility and engagement. Our report highlights the evolving landscape of MLB sponsorships, exploring the trends and strategies that are driving new partnerships and revenue gains across a wide range of categories. We highlight the brands and categories that contributed to the 9% growth in total deals; showcase the surge in Japanese brand sponsorships driven by Shohei Ohtani’s presence; review emerging trends—the rise of jersey patch deals and dugout assets—to illustrate how brands are leveraging new opportunities across MLB; and much more.

With MLB team sponsorship revenue up 55% since 2022, we’re excited to present our MLB Marketing Partnerships 2024 report. It will provide brands with the necessary data and insights to navigate the dynamic MLB sponsorship landscape, helping drive brand visibility and engagement with one of the most loyal fan bases in professional sports. Authored by SponsorUnited's Marketing, Business Intelligence, and Analytics teams, the report encompasses more than 3,300 brands, 5,400 deals, and 12,300 social posts from February 15, 2024 to October 9, 2024.

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