MLB Marketing Partnerships 2024 Report
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.
Methodology:
This report offers an in-depth analysis of brand sponsorships, endorsements, and social engagement across the MLB for the 2024 season, encompassing more than 3,300 brands, 5,400 deals, and 12,300 social posts.
Social data was collected using SponsorUnited's proprietary social media tracking metrics—specifically Total Engagement—and compiled from property or person-controlled accounts on Instagram, Facebook, X (Twitter), TikTok, and LinkedIn (as well as social activity metrics). Sponsorship data was gathered from multiple sources, including observed brand placements in-game and during broadcasts, team websites, and official announcements.
This report was jointly authored by SponsorUnited's Marketing, Business Intelligence, and Analytics teams, using data from February 15, 2024 to October 9, 2024. Data for this report was sourced from SponsorUnited's extensive database, which tracks and analyzes sponsorship activity across all major MLB teams and athletes.
About SponsorUnited:
Launched in 2018, SponsorUnited is the leading global sports and entertainment intelligence platform, delivering actionable data and insights to build stronger marketing partnerships. We provide unrivaled knowledge across the sponsorship and media landscape so our clients can make impactful decisions that drive business.
With over 386,000 brands, 2.1 million deals, and 17.6 million data points across sports, entertainment, media, and talent, our SaaS platform enables brands, rights holders, and agencies to partner more effectively. By delivering real-time trends, on-demand research, and the most comprehensive data available, we connect the entire sponsorship ecosystem and are rewriting the partnership playbook.
