MLB Jersey Patch Sponsorships: A Game-Changer for Teams and Brands
In recent years, Major League Baseball (MLB) has embraced the trend of jersey patch sponsorships, allowing teams to partner with various brands and showcase their logos on player uniforms. These sponsorships not only provide significant revenue streams for the teams but also enhance brand visibility for the sponsors. The value of these jersey patches extends beyond financial benefits; they offer a unique marketing opportunity, aligning brands with the passion and loyalty of sports fans. According to Nielsen Sports, brands that invest in jersey patch sponsorships can see up to a 3x return on investment through increased brand exposure and consumer engagement.
Jersey sponsorships allow brands to be directly associated with the athletes' and teams' performance. When a historic or memorable moment occurs on the field, it is replayed and shared for years to come with the power of modern media and social media, providing the sponsoring brand with enduring visibility. There is virtually no limit to the impact that such a sponsorship can have for a brand.
Take, for instance, a missed opportunity for brands in the 2023 Postseason. In the midst of playoff tensions, a heated rivalry, and clubhouse controversy, Bryce Harper hit a home run and stared down Atlanta Braves shortstop, Orlando Arcia, as he rounded the bases. The image of Harper, one of the league's prominent talents and most marketable players, staring down Arcia instantly went viral and will surely be replayed for decades to come. One can only wonder what a brand would have paid for that long-lasting visibility. Considering factors like viewership, media coverage, and the enduring nature of iconic sports moments, the estimated missed value of this sponsorship opportunity could be around $5 million to $6 million.
Let’s explore the 20 existing jersey patch sponsorships in Major League Baseball and some key details behind these partnerships.
Arizona Diamondbacks - Avnet
Industry: Technology
Annual Revenue: $19.55 billion (2023)
Details: Avnet, a global technology solutions provider, partnered with the Diamondbacks in early 2023. The deal brings high-tech visibility to the team, although specific financial details were not disclosed.
Atlanta Braves - QUIKRETE
Industry: Building Materials
Annual Revenue: $3.82 billion (2023)
Details: The Braves partnered with QUIKRETE in May 2023. The five-year deal features the QUIKRETE logo on the jerseys and significant media exposure, with over 1.5 billion impressions during the 2023 season.
Baltimore Orioles - T. Rowe Price
Industry: Financial Services
Annual Revenue: $7.6 billion (2023)
Details: The Orioles unveiled a multiyear partnership with T. Rowe Price in June 2024. The patch features the investment and wealth management firm's bighorn sheep logo on a blue background.
Boston Red Sox - MassMutual
Industry: Financial Services
Annual Revenue: $31.34 billion (2022)
Details: The Red Sox signed a 10-year, $170 million deal with MassMutual in November 2022, making it one of the most lucrative jersey patch sponsorships in MLB.
Cincinnati Reds - Kroger
Industry: Retail (Supermarkets)
Annual Revenue: $148.26 billion (2022)
Details: Kroger, a Cincinnati-based supermarket chain, partnered with the Reds in early 2023. This local sponsorship highlights Kroger's commitment to the community.
Cleveland Guardians - Marathon
Industry: Energy
Annual Revenue: $145 billion (2022)
Details: The Guardians partnered with Marathon in June 2023. The deal includes branding on the jerseys and collaborations on community and environmental sustainability initiatives.
Detroit Tigers - Meijer
Industry: Retail (Supermarkets)
Annual Revenue: $19.6 billion (2022)
Details: The Tigers announced their expanded partnership with Meijer in May 2023, making Meijer their official jersey patch partner. The deal includes the Meijer logo on the jerseys, with the logo color adjusted to match the Tigers' uniforms.
Houston Astros - Oxy (Occidental Petroleum Corporation)
Industry: Energy
Annual Revenue: $37.12 billion (2023)
Details: Oxy's partnership with the Astros was announced in early 2023. The deal showcases Oxy’s commitment to the Houston area, with specific terms not shared.
Kansas City Royals - QuikTrip
Industry: Convenience Stores
Annual Revenue: $11 billion (2022)
Details: The Royals signed a deal with QuikTrip in February 2024. This local sponsorship focuses on charitable initiatives benefiting the Kansas City community.
Los Angeles Angels - Foundation Building Materials (FBM)
Industry: Building Materials
Annual Revenue: $2.23 billion (2023)
Details: FBM signed on as the Angels' jersey patch sponsor in June 2023, focusing on enhancing the visibility of their brand in the Southern California market.
Los Angeles Dodgers - Guggenheim Group
Industry: Financial Services
Annual Revenue: $7.75 billion (2022)
Details: The Dodgers partnered with their ownership group, Guggenheim Baseball Management, in early 2024. This deal debuted with the start of 2024’s Spring Training.
Miami Marlins - ADT
Industry: Home Security
Annual Revenue: $6.40 billion (2022)
Details: ADT signed a three-year deal with the Marlins worth $5 million annually in early 2023. The partnership aims to boost ADT’s presence in South Florida while providing substantial support to the Marlins.
Milwaukee Brewers - Northwestern Mutual
Industry: Financial Services
Annual Revenue: $33.2 billion (2022)
Details: The Brewers expanded their partnership with Northwestern Mutual in late 2023, adding them to their jerseys.
New York Mets - NewYork-Presbyterian
Industry: Healthcare
Annual Revenue: $9.37 billion (2022)
Details: The Mets unveiled their partnership with NewYork-Presbyterian for their home opener in April 2023. The deal included the hospital network’s branding on the jerseys, with adjustments made to match the Mets’ colors better. The social value of this sponsorship was estimated at over $16 million for the 2023 season.
New York Yankees - Starr Insurance
Industry: Insurance
Annual Revenue: Not disclosed
Details: The Yankees announced a jersey patch deal with Starr Insurance in July 2023. This partnership is predicted to be the largest in MLB, rumored to be around $25 million annually.
San Diego Padres - Motorola
Industry: Technology
Annual Revenue: $10.20 billion (2023)
Details: Motorola was the first to sign a jersey patch deal with the Padres in April 2023. The partnership prominently features the Motorola logo on the sleeve, ensuring high visibility during games.
San Francisco Giants - Chevy (GM)
Industry: Automobile
Annual Revenue: Estimated $72 billion (2023)
Details: The Giants replaced their previous sponsor Cruise with Chevrolet in early 2024. The deal includes significant promotional activities and increased visibility for Chevrolet during Giants games.
St. Louis Cardinals - Stifel
Industry: Financial Services
Annual Revenue: $3.4 billion (2022)
Details: The Cardinals announced their partnership with Stifel, a St. Louis-based wealth management firm, in May 2023. The deal includes branding on the jerseys and a focus on community engagement initiatives.
Texas Rangers - Energy Transfer
Industry: Energy
Annual Revenue: $89.76 billion (2022)
Details: The Rangers announced their partnership with Energy Transfer in early 2024. This expansion of their existing sponsorship was revealed right before 2024’s Opening Day.
Toronto Blue Jays - TD Canada
Industry: Financial Services
Annual Revenue: $48.3 billion (2023)
Details: The Blue Jays partnered with TD Canada in July 2023. As the only Canadian team, the Blue Jays have a strong monopoly on the Canadian market.
Key Takeaways
Diverse Industries: The sponsors come from a variety of industries, including technology, financial services, healthcare, and retail, reflecting the broad appeal and reach of MLB teams. This diversity ensures that fans can connect with brands that align with their personal interests and needs.
Regional Connections: Many of these sponsorships feature companies with strong regional ties to the teams, enhancing community engagement and local support. These local partnerships strengthen the bond between the team, the sponsor, and the fanbase, creating a more integrated and supportive community.
Revenue and Exposure: These deals provide significant financial benefits to the teams and offer extensive brand exposure to the sponsors through various activations and fan engagement initiatives. The enduring visibility of the brand, especially during iconic sports moments, can yield long-term marketing benefits and consumer loyalty.
The trend of jersey patch sponsorships in MLB is reshaping the financial landscape of the sport, providing teams with new revenue streams while offering sponsors unparalleled brand visibility. As more teams join this trend, the strategic partnerships formed will continue to benefit both the teams and their sponsors.
My next blog will take a deep dive into potential options for the Philadelphia Phillies. We’ll analyze which brands might be a perfect fit for the Phillies' jersey patch and how these partnerships could benefit both the team and the sponsors.
