Press Room

We are pleased to serve as the primary source of sponsorship information and analysis for news media around the globe. Our current news releases are viewable through the links below. For additional information and/or to schedule an interview, members of the media should feel free to contact Bill Chipps at william.chipps@sponsorship.com or 312/725-5188.


Press Releases:

Sponsorship Spending on MLB Totals $892 Million in 2017 Season

October 31, 2017:

New inventory helps drive a major increase in sponsorship revenue.

For More Information Contact:
William Chipps, Tel: 312/725-5188 
william.chipps@sponsorship.com
sponsorship.com

Infographic:
http://www.sponsorship.com/infographics/mlb2017

Chicago, Ill. – Sponsorship spending on Major League Baseball and the league’s 30 teams totaled $892 million in the 2017 season, a 7.9 percent increase from the previous year, according to ESP research.

The increase easily beats the projected 4.1 percent increase in 2017 North American sponsorship spending and 4.3 percent increase in overall sports spending.

The increase in spending is driven in part by new sponsorship inventory, including league championship series and other post-season assets. Partners include Camping World (ALCS and NLCS), Doosan (ALDS), T-Mobile (NLDS), W.B. Mason (presenting sponsor of replay review) and YouTube TV (World Series).

Other new league partners include The Coca-Cola Co., Nathan’s Famous, Old Dominion Freight Line and 5-Hour Energy.

“New sponsorship inventory and a mix of traditional and nontraditional sponsors have given Major League Baseball significant momentum in the 2017 postseason and beyond,” said William Chipps, ESP Sponsorship Report senior content editor.

Retail is by far the most active category sponsoring Major League Baseball. Retailers are 5.1 times more likely to sponsor MLB than the average of all sponsors. Automobile manufacturers and quick-service restaurants tie as the second most active categories while insurance and food tie for third. 

New Era is the most active brand sponsoring MLB. Ninety-four percent of properties with a sponsor in the sports apparel category report a partnership with the company.

StubHub (84 percent); Bud Light/Budweiser and Majestic Athletic (71 percent); and State Farm (68 percent) round out the top five most active brands.

 

MLB SPONSORSHIP SPENDING (LEAGUE AND TEAMS)
MLB SPONSORSHIP SPENDING (LEAGUE AND TEAMS)

MLB MOST ACTIVE CATEGORIES (DEALS)
MLB MOST ACTIVE CATEGORIES (DEALS)
Retailers are 5.1 times more likely to sponsor Major League Baseball than the average of all sponsors.

MLB MOST ACTIVE BRANDS (DEALS)
MLB MOST ACTIVE BRANDS (DEALS)
Ninety-four percent of properties with a sponsor in the apparel category report a partnership with New Era.

MLB TOP SPENDERS BY CATEGORY
MLB TOP SPENDERS BY CATEGORY


About ESP Properties
Building on the 35-year legacy of sponsorship pioneer IEG, ESP Properties—a WPP Company—was founded in 2015 as a new type of agency dedicated to helping properties unlock more value from their audiences and brand partnerships.

While continuing to provide thought leadership across the industry through the annual conference, publications, webinars, etc., ESP Properties works directly with rightsholder clients to take advantage of digital and data-driven changes in the media landscape.

For more information about IEG, ESP Properties and the sponsorship industry, please visit www.sponsorship.com, or call 800/834-4850 (outside the U.S. and Canada, 312/725-5100).

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