Potential Jersey Patch Sponsors for the Pittsburgh Pirates
Pittsburgh, Pennsylvania is a city that values community and loyalty, with a deep-rooted tradition of supporting local businesses and taking pride in its hometown heroes. As one of only seven remaining Major League Baseball teams without a jersey patch sponsorship deal in-place, Pittsburgh Pirates Organization is on the clock to strike the next a multimillion dollar for the rights to their sleeve. For Bucco’s fans, seeing a local company like Heinz represented on their team’s jerseys would be a dream come true.
However, while hometown brands typically have a strong appeal in jersey patch sponsorships, the Pirates shouldn't discount the possibility of national companies stepping in with competitive offers. This potential is amplified by the star power of new pitcher Paul Skenes and his girlfriend, Livvy Dunne. Livvy Dunne, a standout gymnast at LSU, is one of the most marketable athletes in college sports, boasting over 13 million followers across TikTok and Instagram. Her NIL (Name, Image, Likeness) deals have reportedly earned her upwards of $3 million, with high-profile partnerships including brands like American Eagle, Vuori, and PlantFuel. Her impressive social media reach and marketing appeal could attract major national brands eager to leverage her influence alongside Skenes’ rising baseball career.
Despite being a small market—ranked 23rd in television market size among MLB teams—the Pirates have a unique opportunity to capitalize on their jersey patch sponsorship in a big way. The way I see it, the Pittsburgh Pirates can choose one of two directions for their jersey patch sponsor: a less lucrative deal with hometown brand that resonates deeply with the local community or a high-rolling national brand looking to capitalize on potential high exposure to Gen Z. Lets take a look at some of their potential suitors..
Hometown Sponsors
84 Lumber
Industry: Building Materials
Annual Revenue: $4 billion (2022)
Reasoning: 84 Lumber, headquartered in nearby Eighty Four, PA, has a strong regional presence and a history of supporting local sports and community initiatives. A jersey patch sponsorship with the Pirates would enhance their brand visibility and reinforce their commitment to the local community. This sponsorship would provide a platform for 84 Lumber to highlight their role in building the region’s infrastructure, fostering a sense of pride and connection among fans.
Allegheny Health Network (AHN)
Industry: Healthcare
Annual Revenue: $3 billion (2022)
Reasoning: AHN already has a sponsored wall in the outfield at PNC Park, demonstrating their commitment to supporting the Pirates. Competing with UPMC, AHN might be willing to increase their investment to secure the jersey patch sponsorship. This partnership would further solidify AHN’s role in promoting health and wellness in the community, while also leveraging the Pirates’ platform to amplify their health initiatives and services to a wider audience.
Alcoa
Industry: Metals and Mining
Annual Revenue: $12.1 billion (2022)
Reasoning: As a key player in the aluminum industry and a company with deep roots in Pittsburgh, Alcoa would be a fitting partner for the Pirates. Their commitment to sustainability and innovation could be highlighted through the partnership. By aligning with the Pirates, Alcoa can showcase their cutting-edge technologies and sustainability efforts, engaging fans with stories of innovation and environmental stewardship.
Giant Eagle/GetGo
Industry: Retail (Supermarkets and Convenience Stores)
Annual Revenue: $9.7 billion (2022)
Reasoning: Although Giant Eagle and the Pirates already have existing partnerships, there is room to further their relationship by involving GetGo, a convenience store and gas station subsidiary of Giant Eagle that has seen significant growth recently, expanding to over 260 locations. This expansion highlights GetGo’s increasing presence and popularity in the region. A jersey patch sponsorship with the Pirates would boost GetGo’s brand visibility and strength against local competitors, while also helping to establish a stronger presence in expanding markets. This partnership would offer extensive visibility, allowing GetGo to showcase its convenience and quality to a broader audience. Leveraging the Pirates’ platform for promotions and community events would further enhance GetGo’s connection with the community, solidifying its position as the go-to convenience store in the Pittsburgh region and beyond.
Heinz
Industry: Food Processing
Annual Revenue: $26 billion (2022)
Reasoning: As a beloved Pittsburgh-based brand, Heinz holds a special place in the hearts of local fans. Heinz has a long-standing history with Pittsburgh sports, having formerly held the naming rights to the Steelers' football stadium. Perhaps Heinz would be willing to reallocate the marketing dollars that they no longer spend on the stadium naming rights for the jersey patch sponsorship. This move would not only rekindle their strong local connection but also provide significant exposure on a daily basis, keeping the Heinz brand top-of-mind for fans.
U.S. Steel
Industry: Steel Manufacturing
Annual Revenue: $20.2 billion (2022)
Reasoning: Pittsburgh is famously known as the "Steel City," and U.S. Steel has been a cornerstone of this identity. With the iconic steel bridges providing a stunning backdrop to PNC Park, a partnership with the Pirates would be a perfect fit. A jersey patch sponsorship would not only celebrate Pittsburgh's rich industrial heritage but also highlight U.S. Steel's modern innovations and commitment to sustainability. This sponsorship would reinforce U.S. Steel's deep ties to the city, enhancing their brand presence while promoting their ongoing role in shaping Pittsburgh's future.
National Sponsors
As previously stated, the Pittsburgh market is not typically viewed as a prime location for national brand sponsorships. Home to only a little over 300,000 residents, national brands with larger budgets would likely prefer association with big-ticket franchises like the New York Yankees or Los Angeles Dodgers. But when considering the opportunity for a brand to make a cameo on a TikTok page that has garnered as many as 50 million views on one post, the argument can be made that the Pirates’ jersey could be the most valuable.
The star power of players like Paul Skenes and the social media influence of Livvy Dunne could result in millions of impressions on platforms like TikTok and Instagram, particularly appealing to Gen Z. Here are some potential national sponsors:
Google/Chrome
Industry: Technology
Annual Revenue: $257.6 billion (2022)
Reasoning: Google has a significant presence in Pittsburgh through its office in Bakery Square. A jersey patch sponsorship would amplify Google Chrome’s visibility and demonstrate their commitment to the local community. By leveraging the Pirates’ platform, Google can reinforce their appeal to Gen Z, who are highly engaged with technology and digital services. Google Chrome is a favored browser among Gen Z, making this partnership a strategic move to solidify that preference.
PlayStation
Industry: Gaming/Technology
Annual Revenue: $25 billion (2022, for Sony Interactive Entertainment)
Reasoning: PlayStation, a leader in the gaming industry, has faced challenges connecting with Gen Z as younger gamers are increasingly drawn to mobile and PC gaming. Using the Pirates’ jersey patch, PlayStation can tap into the sports and gaming crossover audience, promoting their latest games and consoles directly to Gen Z. This sponsorship aligns perfectly with the interests of a generation that spends significant leisure time on gaming, thereby enhancing PlayStation’s connection with this demographic and boosting their market presence.
Ford
Industry: Automotive
Annual Revenue: $158.1 billion (2022)
Reasoning: Already present with prominent bullpen signage at PNC Park, Ford has an opportunity to deepen their engagement with the community. A jersey patch sponsorship would showcase Ford's latest eco-friendly vehicles, appealing to Gen Z’s growing interest in sustainability and forward-thinking brands. This partnership would enhance Ford's visibility and reinforce their market position as a leader in sustainable automotive technology, similar to how Chevrolet leverages its sponsorship with the San Francisco Giants to promote its eco-friendly initiatives. This alignment with the Pirates would help Ford connect with a younger, environmentally conscious audience, enhancing brand loyalty and market presence.
Zillow
Industry: Real Estate Technology
Annual Revenue: $8.1 billion (2022)
Reasoning: As Gen Z begins to enter the housing market, Zillow can leverage the Pirates’ jersey patch to increase brand recognition and trust. This partnership would allow Zillow to highlight their technological innovations and real estate services, positioning themselves as the go-to resource for a tech-savvy generation that values convenience and accessibility. The sponsorship aligns with Zillow’s mission to make real estate transactions easier and more transparent for new homebuyers and renters.
