With a sponsorship roster that includes both new sponsors and long-term partners, Little League Baseball is in an enviable position.

Fueled in part by excitement around its 75th anniversary, the youth sports organization this year has added four new partners: Canon U.S.A, Inc.; H.J. Heinz Co.; Sam’s Club and Snyder’s-Lance, Inc.’s Lance snack crackers.

The ties build on a portfolio that includes a 30-year-old partnership with Russell Athletic and an 18-year-old tie with American Honda Motor Co.

So what are the secrets to Little League’s success?

Below, Liz DiLullo Brown, Little League Baseball vice president of marketing and strategic partnerships, shares six ways the nonprofit draws interest from new sponsors while creating long-term value for existing partners.   

Leverage media partners. Although it does not offer media in its sponsorship packages, Little League leverages its partnership with ESPN to highlight sponsor activation programs during World Series television broadcasts.

ESPN camera crews highlight Camp Honda and other on-site activation programs at the tournament.

“Many of our sponsors don’t have budgets for media—they focus on experiential marketing programs.”

Provide added-value inventory. Little League this year offered exposure in its 75th anniversary campaign as a gratis benefit to sponsors.

The campaign—dubbed “Little League, Big Legacy”—offered exposure in traditional media, social media and other marketing platforms.

Support evolving marketing objectives. Brown credits Little League’s long-term partnerships to the organization’s ability to adapt to sponsors’ evolving business needs.

“People change and objectives change. What we have tried to do, at any point in time, is know where our clients’ business is. If something isn’t working, we need to figure out what we need to do to provide success.”

Facilitate sponsor cross-promotions. Little League leverages its annual sponsor summit to facilitate sponsor cross-promotions.

“We’re proud of the companies we work with. They’re great brands, and we work to include them in our family of sponsors.”

Cross promotions typically include sponsor products. Honda has offered Russell apparel as prizes in Little League-themed sweepstakes, while Russell and Easton donated product for a Kellogg Co. ad shoot earlier this year.

Little League rotates the location of the summit between the east and west coasts to accommodate sponsor travel budgets. The nonprofit works with sponsors and other partners to access locations for the meetings. Little League last year worked with Major League Baseball—the publisher of Little League Magazine—to host the summit at MLB’s corporate office in New York City.

The nonprofit this year is working with Honda to access a location on the West Coast. The automaker’s U.S. headquarters is based in Torrance, Calif.

Offer authentic brand integration. Little League works with sponsors on activation programs that enhance the fan experience.

Honda transports attendees at the Little League World Series in Odyssey minivans. The service supports a shuttle that runs between downtown Williamsport and the Little League complex.

“The Honda shuttle has become an expected service.”

Hire a good sponsorship sales agency. Brown credits New Cannan, Conn.-based SJX Partners as playing a key role in securing new sponsors. The agency has brought on 25 Little League partners over the past 12 years.