The Revitalization of MLB Sponsorships: A New Era for Baseball

The Revitalization of MLB Sponsorships: A New Era for Baseball

In early 2023, Major League Baseball (MLB) underwent a significant restructuring, introducing new rules and strategies to create a shorter and more dynamic gameplay experience. This transformation was accompanied by a major advertising campaign, signaling a new age for baseball. Despite the shorter game durations, new data from SponsorUnited reveals that quality beats quantity when it comes to sponsorships, with team sponsorship revenue growing by an impressive 23% to reach $1.5 billion this season. The league saw an influx of 500 new sponsors, surpassing the deal volume of the NHL and NFL.

The Impact of Shorter Games and Exciting Play

The introduction of new rules, such as encouraging attempts to steal bases, has injected new energy into MLB games. However, the hype surrounding the revitalization of the sport extends beyond rule changes. The emergence of new talent, including 38 top prospects, has also played a crucial role in attracting advertisers. Promising players like Corbin Carroll and Gunnar Henderson experienced significant growth in their social media presences, with a staggering 327% and 97% increase, respectively. This surge in popularity among new players has made them desirable partners for brands, particularly as their social media influence continues to expand.

To capitalize on the growing importance of player endorsements, MLB has harnessed the power of its athletes to build their brands. Henderson and Carroll secured two and four deals respectively, indicating the eagerness of brands to collaborate with rising stars early in their careers. In terms of player endorsements, Julio Rodriguez of the Seattle Mariners emerged as the most endorsed player of the season, securing 20 endorsements in the past 12 months. Following closely behind was Vladimir Guerrero Jr. of the Toronto Blue Jays with 13 endorsements. The connection between players and brands has become a fruitful avenue for engagement and exposure.

The Role of Social Media Engagement

In the digital age, social media engagement has become a significant driver of brand visibility and consumer engagement. Among MLB teams, the Los Angeles Dodgers and the Houston Astros have emerged as the most engaging teams on social media. Additionally, brands like Chevrolet and T-Mobile have successfully leveraged social media platforms to foster brand engagement within the baseball community.

Top Advertisers in MLB

When it comes to advertising in MLB, the financial services sector takes the lead, contributing approximately $200 million in revenue. This category has experienced a remarkable 38% increase in investment compared to the previous year. However, the technology sector witnessed an even more substantial gain, with a massive 53% increase in revenue generation, amounting to around $80 million. In contrast, the automobile industry was the only sector among the top 10 advertisers to experience a decrease in spending, with an 8% decline.

Shifting Trends in MLB Sponsorships

One significant shift in MLB marketing revolves around the alcohol industry. Historically, beer has played a pivotal role in baseball marketing. However, recent data suggests that beer no longer dominates the majority share of MLB’s sponsorship deals. In fact, beer’s deal share decreased by 10% this season, accounting for only 45% of sponsorships. This figure is now equivalent to the combined share of ready-to-drink products and spirits, indicating a shift in consumer preferences.

Bob Lynch, the founder and CEO of SponsorUnited, highlights the diversification of sponsorship categories as another factor driving MLB’s advertising shakeup. The league has expanded its portfolio of partnerships beyond the traditional categories, allowing for greater flexibility and innovation. By embracing a wider range of sponsors, MLB has been able to create more opportunities for brand engagement and deliver value to both fans and partners.

MLB’s Advertising Strategy: Putting the Fan Experience First

MLB’s success in revitalizing sponsorships can be attributed, in part, to its focus on enhancing the fan experience while accommodating the needs of brands. By prioritizing the fan experience, MLB has recognized that delivering value to consumers and brand partners goes beyond simply extending game duration or increasing the number of events. Instead, the league has concentrated on creating special events within a condensed period of time and implementing innovative signage options to maximize brand exposure.

In addition to traditional jersey patch deals, MLB has introduced various advertising assets to entice brands. These assets include video board advertising, ribbon board advertising, outfield advertising, and two different types of backstop signage. By diversifying its advertising offerings, MLB has provided brands with more opportunities to connect with fans and increase their visibility.


The restructuring of MLB and the introduction of new rules have breathed new life into the sport, attracting a wider audience and revitalizing sponsorships. The shorter, more dynamic gameplay has not only increased audience engagement but also driven significant revenue growth in team sponsorship. The league’s focus on promoting the social media presence of its rising stars has opened up new avenues for player endorsements and brand partnerships.

MLB’s advertising strategy, which prioritizes the fan experience while accommodating the needs of brands, has proven to be successful. By offering a range of innovative advertising assets and diversifying its sponsorship categories, MLB has created a vibrant and lucrative advertising ecosystem. As the league continues to adapt to changing consumer tastes and embrace new advertising opportunities, the future of sponsorship in MLB looks promising.

Additional Information: MLB’s efforts to streamline gameplay and create a more exciting experience have not only attracted new sponsors but also led to a 125% increase in league viewership in core markets, surpassing top primetime shows. The introduction of dynamic dugout signage has been a particularly popular advertising option, with 67 brands purchasing this asset, making it the most purchased asset of 2023.

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