Tag: MLB

With the MLB All-Star Game just around the corner, let’s take a look at the endorsement stats of eight standout players–four from each league–to see how their deals (and social media standing) stack up.

American League 

• Mike Trout: A bonafide superstar in the MLB, the center fielder leads the league in total social followers, with 5.4 million (including 160K on TikTok), though doesn’t crack the top 20 players in total endorsements. Notably, rising star Vladimir Gurrero Jr. nearly equals Trout in endorsement deals, despite a social following that trails Trout’s by 4 million.
• Shohei Ohtani: International star and Trout’s LA Angels teammate, the Japanese phenom–nicknamed “Shotime”–ranks among the top 5 players in the league for endorsements, with 11. He’s also hitting homers on social media, where his followers on Instagram–his only channel–have grown 93% to 1.4 million in the last year. 
• Aaron Judge: The Yankees superstar bet on himself before the season began, turning down a seven-year contract extension–and so far it’s paid off with his best season yet in the majors. He ranks #11 in social followers in the MLB, and has 5 endorsement deals–including T-Mobile, whose commercials feature him and teammate Giancarlo Stanton. Given his banner year so far, Judge is in a prime position to ink more endorsement deals–as well as a potentially record-setting contract–when he becomes a free agent in the offseason.
• Rafael Devers: The youngest of our roundup at 25, the Boston Red Sox third baseman has just over 200K followers across social media, a number that’s climbed 38% over the last year. His on-field performance has grown steadily since he entered the league in 2017, netting him 4 endorsement deals so far–a number that’s likely to rise in step with his future All-Star appearances. 

National League

• Paul Goldschmidt: Nicknamed “Goldy,” the St. Louis Cardinals first baseman has 3 apparel deals–with Nike, Franklin Sports, and Rawlings–but notably no social media presence beyond Facebook. On pace for his best year ever, time will tell if he’ll soon make the jump to Instagram and TikTok, given his burgeoning talents on the field.  
• Trea Turner: Traded from the Washington Nationals to the Los Angeles Dodgers last year, the shortstop has seen 109% growth in his social media presence (primarily Instagram) in the big, buzzy LA market. At 8.1%, Turner’s engagement rate across his more than 400K followers is strong; he tagged two brands he endorses, Adidas and Marucci, both together and separately in social posts from May 2022. 
• Mookie Betts: Turner’s teammate and another relatively recent addition to the Dodgers, Betts ranks 18th in social media followers in the MLB, with more than 1.5 million. He’s seen his endorsements more than double in the last year, from 4 to 9–a likely nod to the power of moving into a major media market. 
• Manny Machado: An avid offseason golfer, the San Diego Padres star has a longstanding deal with Callaway. Machado has over 700K followers on Instagram–his only social channel–making him the 10th most followed person in the San Diego market. Besides Callaway, he endorses Budweiser, Petco, and Essentia Water.

Nearly two months into the MLB season and brands are already leaving their mark on fans with their unique MLB collaborations. From high end apparel to snacks and alcohol, brands are making an impact across stadiums utilizing players, teams and the league to promote their brands.

What’s so special about these partnerships?

Hi-Chew has teamed up with three MLB teams, the Chicago Cubs, Tampa Bay Rays & St. Louis Cardinals to bring their candy to the stadiums. Hi-Chew will be available in-stadium for fans and even the Cardinals players in the dugout, to enjoy. The brand will also sponsor the Dance Cam for the Cardinals, the Kids Club for the Rays and have video board signage with the Cubs. Not a bad gig for an international brand brought stateside. 

Gucci has created another MLB Capsule collection which will be sold through Gucci’s Vault, an online concept store. Fans can purchase limited-edition Gucci x MLB apparel inclusive of varsity jackets, zip-up hoodies, co-branded caps, and more.

As the Official Treat and Burger of the MLB Dairy Queen partnered with four MLB stars, Tim Anderson, Cody Bellinger, Bryce Harper & Fernando Tatis Jr. in a new advertising campaign. Tim Andersona & Bryce Harper will be going head to head promoting their favorite stackburger and blizzard treat and fans can even vote on the winning meal.

Budweiser and the MLB extended on their partnership right after the lockout ended this year. Budweiser partnered with 14 teams showcasing the team’s branding on the front of their cans for sale in each team’s city.

Just over a month into the MLB season and the league has seen six new partnerships enter the scene. Adobe, Capital One, Corona, Mattress Firm, Cue Health, and Dairy Queen all have a variety of assets and activations on display in stadium and throughout MLB broadcast. 

Each brand has become an Official Sponsor of the league with their own designations. What assets have these brands utilized during the season so far?

Adobe signed a deal with the MLB becoming the Official Creativity Partner of the league. Throughout the season, Adobe can be spotted during nationally televised games with signage projected in the lower bowl and in MLB emails as a sponsored partner. Right after MLB Opening Weekend, on April 11th Adobe sponsored a video on Twitter with the MLB asking fans the question “What was your favorite part of Opening Weekend?”.

Capital One, the Official Bank and Credit Card Partner of the MLB, had over five assets activated in just the first month. In some games, their logo has been  projected on the back of the pitcher’s mound as well as in the lower bowl during Sunday Night games on ESPN. Capital One also sponsors on  YouTub, the 2022 Game Recaps along with a video series on MLB.com known as Capital One Walk Offs showcasing the walk off wins from each game that has one.

Corona has become the Official Cerveza of the MLB. Already, Corona has leveraged the branded projected lower bowl signage, pre-roll commercials and branded social posts. As the season moves on, one can expect more custom content on MLB.com and MLB Network.

Cue Health signed a deal with the MLB becoming the league’s trusted at-home testing solution for COVID-19. The first ever Apple TV Friday Night Baseball game was co-sponsored by Cue Health and ZipRecruiter. In addition, all @MLB game highlights on their social channels that night tagged Cue Health.

Designated the Official Treat and Burger of the MLB Dairy Queen has had projected signage in the lower bowl as well as multiple social tags by @MLB. Every Grand Slam through the season will also be sponsored by Dairy Queen on social media.

Mattress Firm was named the Official Sleep Wellness Partner of the MLB. The brand will be launching sweepstakes that gives winners the chance to win VIP experiences throughout the year.