Investing in MLB Team Sponsorships: A Guide to the Most Valuable Team Sponsorship Opportunities
- June 11, 2024
- SponsorPulse Staff
Major League Baseball boasts some of the most storied franchises and passionate fan bases in all sports. Still, certain teams stand out for their on-field performances and off-field sponsorship value.
Brands can use data to navigate the challenging sponsorship landscape and tap into the right audience. Here's where SponsorPulse's Opportunity Value steps in.
Before diving into the top 5 most valuable teams for sponsorships, let's shed light on the methodology behind Opportunity Value.
The Power of Opportunity Value
SponsorPulse’s Opportunity Value is a consistent, fan-driven, and data-backed methodology designed to guide investment in sport team sponsorships. It evaluates the sponsorship value of sport properties across major leagues, providing an investment range recommended for achieving sponsorship performance.
The Opportunity Value allows flexibility, catering to sponsors at various levels, from local activations to naming rights deals, ensuring that brands can find the best fit for their strategic goals. But let’s dig into the average results by breaking down the top five most valuable MLB sport team sponsorships.
The Top 5: MLB's Sponsorship Powerhouses
According to SponsorPulse's Opportunity Value, the top five most valuable MLB teams from a sponsorship perspective are:
New York Yankees
Los Angeles Dodgers
New York Mets
Houston Astros
Los Angeles Angels
Let's take a closer look to understand what makes these stand out from the crowd:
1. Team: New York Yankees:
Mid-range Opportunity Value: $5.7MM - $8.1MM USD / Year
The NY Yankees are a dominant force in MLB, not only in terms of performance but also in terms of sponsorship value.
The Yankees rank as the most engaged fan base in the league, with a staggering 60% engagement rate. This high level of engagement translates to significant sponsor loyalty and visibility.
Engagement: 60%
Momentum: 31% of the fan base has shown increased interest over the past 12 months.
Sponsor Impact: 1 in 5 fans (~20%) are likelier to purchase products and services from the team’s sponsors.
The Yankees' strong brand presence and momentum make them a top choice for sponsors looking to leverage a passionate and growing fan base.
2. Team: Los Angeles Dodgers
Mid-range Opportunity Value: $5.6MM - $8MM USD / Year
The Dodgers are a powerhouse in California, presenting impressive metrics that make them a valuable sponsorship property.
Engagement: 52%
Brand Intensity: 47%
Brand Momentum: 29%
These figures highlight the Dodgers' substantial influence and intense connection with their fans. The Dodgers’ high brand intensity and momentum ensure that sponsors receive significant exposure and engagement opportunities.
3. Team: New York Mets
Mid-range Opportunity Value: $4.3MM - $6.2MM USD / Year
Trailing only the Yankees in NY from a state-based engagement perspective, the Mets offer sustainable value for sponsors.
Engagement: 55%
Consideration: 16%
Favorability: 15%
With a solid engagement rate and favorable consideration among fans, the Mets provide a robust platform for sponsors to connect with their audience. The team's consistent performance and fan loyalty can make them a strategic investment for brands.
4. Team: Houston Astros
Mid-range Opportunity Value: $3.9MM - $5.5MM USD / Year
The Astros have carved out a significant niche in their market, boasting high engagement and brand consideration.
Engagement: 52%
Passionate Fans: one in every five (~20%) fans is passionate about the property.
Brand Consideration: 19%
The Astros’ strong engagement and passion among their fan base offer sponsors a unique opportunity to tap into a fervent and supportive community. The high level of brand consideration directly impacts consumers' purchasing decisions.
5. Team: Los Angeles Angels
Mid-range Opportunity Value: $3.7MM - $5.3MM USD / Year
While the Angels may trail the Dodgers in California, they still present valuable sponsorship opportunities.
Engagement: 42%
Brand Intensity: 41%
Excitement: 30%
The Angels' metrics highlight a competitive engagement level and significant brand intensity. Sponsors investing in the Angels can expect to reach an enthusiastic and engaged audience.
Unlocking Sponsorship Success
Each team offers unique opportunities based on their engagement, brand intensity, and fan loyalty metrics. With SponsorPulse’s Opportunity Value, brands can make informed decisions to maximize their investment in MLB team sponsorships.
For a deeper dive into the top 50 most valuable sports teams and more insights, access the top 50 most valuable sports teams here. Create a free account to take your sponsorship strategy to the next level.
