Covering all Bases: How MLB Sponsors are Winning over Fans
- October 31, 2024
- SponsorPulse Staff
Major League Baseball (MLB), dubbed “America’s pastime,” has long attracted top sponsors eager to leverage its robust, nearly year-round calendar. With 162 regular-season games and an intense postseason, MLB provides a steady stream of sponsorship exposure, offering brands unique opportunities to connect with one of the most dedicated fan bases in sports.
For companies aiming to grow brand awareness and drive engagement, this extensive calendar is invaluable. Long-time MLB sponsors like Gatorade, Budweiser, and Mastercard have seen success over multiple decades. For new partners and emerging brands, the league provides ample room to engage audiences while staying true to the MLB’s deep-rooted traditions.
Heavy Hitters: MLB’s Impact on Sponsors
According to SponsorPulse data, MLB sponsors achieved significant gains in 2023, with aided awareness reaching 56% among fans—5% above the industry average. MLB sponsorships also drove a 34% favorability rating and a 31% likelihood of purchase among fans. These metrics highlight MLB's strength in building brand recognition and affinity, although sponsors have room to refine activation strategies to increase direct fan engagement. With 57% of MLB's engaged audience in the 25-39 age range and 53% in the 13-18 range, the league presents brands with compelling reach across key demographics.
New Horizons: Expanding MLB’s Digital and Social Appeal
MLB’s recent digital and social media growth creates further sponsorship potential, especially for tech-savvy, interactive brands. Gatorade, the leagues sports drink sponsor for more than 30 years, exemplifies how partners can engage fans with athlete-focused content and social campaigns that highlight the sport’s excitement. On the other hand, new sponsors have the opportunity to innovate with gamified content on social media, augmented reality experiences, or even MLB-themed apps that make games more engaging for younger audiences.
MLB Engagement Opportunities for Brands
The numbers don’t lie: our data highlights that categories like alcohol, sports betting, and financial services show significant potential within MLB sponsorship. Alcohol brands like Campari and Carlsberg are already seeing strong connections with fans—81% of both Campari and Carlsberg drinkers are engaged with the MLB. Both brands could enhance their impact by offering exclusive stadium cocktails or co-branded beverages with MLB teams, creating a deeper fan experience at live events.
MLB's expanding focus on interactive fan engagement has made it an ideal platform for sports betting brands. Sports betting brands such as FanDuel and DraftKings could capitalize on MLB’s interactive nature, each achieving over 80% engagement scores with fans. Given that 77% of those who have placed a sports bet engage with the MLB, these brands could sponsor real-time in-game betting options, allowing fans to predict game outcomes and earn rewards, enhancing their involvement with the sport.
Similarly, financial brands are also well-positioned, with 76% of business consulting users engaging with MLB content. Mastercard, a sponsor for over 25 years, exemplifies how financial companies can enhance fan experiences by offering exclusive benefits. A new brand partner in the finance space could further extend this by developing stadium perks, such as a “VIP Cardholder Zone” with special fan experiences, or by rewarding MLB merchandise purchases with double the credit card points.
Make MLB Sponsorship Part of Your Brand Playbook
Whether you’re a well-known legacy brand or an emerging star, the MLB offers a valuable avenue to connect with passionate fans. Ready to explore the impact of a powerful MLB sponsorship?
Create your free SponsorPulse account today to discover the opportunities available in one of North America’s most iconic leagues. ⬇️
