MLB, Union Deal Boosts Marketing Of, Simplifies Access To MLB Players
Thursday, June 1, 2023 at 07:40PM By Barry Janoff
June 1, 2023: In a move designed to both increase the marketing visibility of MLB players and give league sponsors an easier way to incorporate players in marketing campaigns, MLB said it has acquired group player rights for sponsor usage from MLB Players, Inc., the business arm of the Major League Baseball Players Assn.
MLB said the move gives the league “the right to grant its partners and advertisers use of MLB players in groups for ads and promotions.”
Previously, sponsors would have to negotiate separate agreements with MLB and the union to have the same group player rights.
MLB said the new agreement “increases player rights usage through a more streamlined process for third-party partnerships.”
“MLB players are outstanding brand ambassadors for our partners with talent and personality that is undeniable,” Noah Garden, MLB chief revenue officer, said via the league.
“This exciting new partnership with MLB Players, Inc. will lead to increased national visibility for our outstanding collection of players. We are excited that this new arrangement will foster more opportunities to showcase them on a national and international basis.”
The new strategy is aimed toward MLB sponsors that want to use several players in marketing simultaneously time rather than using one player in a campaign.
MLB partner Dairy Queen, for example, is currently running a multi-media effort that includes four MLB stars: Ozzie Albies (Atlanta Braves), Kris Bryant (Colorado Rockies), Byron Buxton (Minnesota Twins) and Freddie Freeman (Los Angeles Dodgers).
According to Evan Kaplan, managing director for MLB Players, Inc., via the group, “Baseball is growing its ranks with young emerging national and international superstars and future Hall of Famers whose star quality will appeal to brands as they develop future marketing campaigns.
“The relationship was created to put players at the forefront of MLB partnerships and to simplify the process for brands to work with both organizations.”
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