Marketing Lessons from SponsorUnited (2024 MLB Edition)
SponsorUnited released their 2024 MLB Marketing Partnerships Report last week alongside the 2024 World Series.
The report is a glorious 38-page document dissecting all facets of marketing within the MLB. One impressive datapoint to note for the MLB as a whole is that sponsorship revenue grew 20% in the last season (and 55% from two seasons) ago!
There are no shortages of lessons to learn, so here are three big takeaways:
Representation matters. After Shohei Ohtani joined the Dodgers, the number of Japanese brands represented in MLB stadiums increased from 11 brands across 10 stadiums (2022) to 35 brands across 15 stadiums (2024). That is a 218% increase in two seasons! This increase in stadium presence upped stadium signage, TV broadcasts, and social media highlights, which provided additional exposure for brands throughout Ohtani’s historic 2024 season.
Building a female fanbase. The percentage of MLB fans that attend/watch a game and are female is currently 39%. This means that more and more professional teams are seeking brand partnerships with traditionally female-oriented categories, such as cosmetics, jewelry, and personal care. Currently, the MLB is a leader in these categories amongst all professional leagues.
The strongest social media accounts are the active ones. Take Justin Turner of the Seattle Mariners. The MLB veteran is the most endorsed player in the league (by number of deals) in 2024 and that is largely due to how active he is on social media. Consistent posting and engaging with posts helps to keep your brand and the brands that you work with in front of your audience.
Curious what else is in the full report? Visit sponsorunited.com today!
