With increasingly rare sponsorship space available as teams add to their partner rosters season after season, brands and rights-holders are always looking for the next big trend to maximize value and exposure. For MLB most recently, it’s jersey patches.
In the latest collective bargaining agreement MLB agreed to allow teams to sell sponsor logo placement on uniforms. The new jersey real estate follows the lead of the NHL, who followed the lead of the NBA, who followed the lead of MLS, who followed the lead of international football. While the NHL’s jersey ads just started in 2021, the NBA started selling the chest placement for the 2017/2018 season. Since then, it’s been wildly successful for the basketball league with 26 of the 30 teams currently sporting a brand logo.
MLB opted for sleeve placement, an optimal spot given batters’ and pitchers’ stances. Seven of 30 teams sold the jersey patch placement before the start of the 2023 season, and several more have inked deals ahead of 2024. Beyond visibility in traditional game broadcasts, looking at the team’s latest social stats we can get an idea of what kind of exposure these teams are offering their new brand partners through social media.
Social media data is based on team Twitter, Instagram, Facebook and YouTube content during the 2023 regular season, 3/30/23 – 10/2/23. Social value is calculated based on impressions, engagements and video views using industry standard CPM, CPE and CPV values. Follower count is combined Twitter, Instagram and Facebook followers as of 2/1/24 or day of announcement for teams in-season.
San Diego Padres: Motorola
2023 Season Social Value: $21,729,351 | 2023 Season Impressions 679,782,843 | Total Followers: 2.8M
hellomoto.
— San Diego Padres (@Padres) April 19, 2022
Introducing the newest Padres partner, @motorolaus! Jersey patch coming in 2023. pic.twitter.com/zFwT2WFwl2
The San Diego Padres were the first to jump at the new opportunity, inking a deal with Motorola in April of 2022 that’s reportedly $10 million annually. Rosters are always evolving, but at one point Juan Soto and Blake Snell repped the jersey, and current players like Xander Bogaerts, Yu Darvish and Fernando Tatis Jr. are likely to receive national MLB and sports media coverage on social and TV, boosting the value of the deal for Motorola even more.
Red Sox: MassMutual
2023 Season Social Value: $25,625,361 | 2023 Season Impressions: 1,026,041,294 | Total Followers: 9.3M
A new look on a classic jersey! pic.twitter.com/xM3YsBmtxG
— Red Sox (@RedSox) December 1, 2022
In November of 2022 a major market team took advantage of the jersey patch sponsor placement. In a 10-year deal reportedly worth $17 million a year, the Boston Red Sox sold a spot on their iconic uniforms to MassMutual, a Massachusetts-based insurance company.
The Red Sox jersey patch sale was important for establishing the market value for big-name teams in the league. Red Sox social media alone surpassed 1 billion impressions last season. Other storied franchises with comparable fan base sizes could reference the Red Sox deal if and when they sign their own jersey patch partner.
Arizona Diamondbacks: Avnet
2023 Season Social Value: $8,586,475 | 2023 Season Impressions: 334,286,279 | Total Followers: 2M
We are proud to announce @Avnet as our first official Jersey Patch Partner! Please join us in welcoming Avnet to the #Dbacks family! We look forward to welcoming your employees at Chase Field and working together to make an even stronger impact in our community. pic.twitter.com/JzZVfzRq2d
— Arizona Diamondbacks (@Dbacks) February 2, 2023
Arizona also went local, adding Avnet to their sleeves for 2023 and beyond. The Arizona-based global tech company will be a brand new partner for the Diamondbacks. Avnet couldn’t have joined at a better time, because the Diamondbacks roughly doubled their regular season social value from 2022 to 2023, and that’s before they made it to the World Series.
Avnet was a huge beneficiary of the Diamondbacks improved regular season and electric post season run. Although they came up short in the World Series, the Diamondbacks were in the national spotlight for over a month as the underdog story of October.
Los Angeles Angels: FBM
2022 Season Social Value: $30,428,616 | 2022 Season Impressions: 905,087,356 | Total Followers: 4.1M
Ready to get to work 🛠️ pic.twitter.com/7pHDtI6vep
— Los Angeles Angels (@Angels) February 4, 2023
The Angels announced the addition of Foundation Building Materials (FBM) to their uniforms just before pitchers and catchers reported. Also going local, FBM was featured on two of the best players in the game in their first season on the jersey: Mike Trout and Shohei Ohtani. Ohtani’s celebrity grew even bigger after a championship run with Team Japan in the World Baseball Classic.
Although Ohtani has left, he helped boost the brand of the Angels during his tenure with the team. Plus, a player like Mike Trout will continue extending exposure for a sponsor like FBM beyond the Angels media channels, which already boasts impressive numbers.
Cincinnati Reds: Kroger
2023 Season Social Value: $23,331,094 | 2023 Season Impressions: 833,254,661 | Total Followers: 2.9M
Fierce 😤 pic.twitter.com/DjEdGaLPMf
— Cincinnati Reds (@Reds) February 24, 2023
In the NL Central, the Reds signed a reported $5 million/year partnership with Kroger shortly before 2023’s Spring Training began. Working with the Cincinnati-based grocery chain, the Reds followed the lead of other teams that partnered with locally relevant brands. Kroger was already a longtime sponsor of the Reds, so this jersey patch builds on that preexisting relationship for additional exposure.
In their 1st year with the patch fan-favorite Joy Votto was a big draw for fans in Cincinnati and beyond. Moving forward, the Reds are a young team on the rise with talent like Jonathan India and Elly De La Cruz, who captivated baseball audiences immediately upon promotion.
Houston Astros: Oxy Energy
2023 Season Social Value: $43,590,388 | 2023 Season Impressions: 1,578,725,143 | Total Followers: 5.3M
Today, we announced an expansion of our partnership with @WeAreOxy to become our official jersey partner for the next seven seasons. pic.twitter.com/trDma0um7W
— Houston Astros (@astros) February 9, 2023
The 2-time World Series champions also stuck with an existing, locally based sponsor for their jersey patch, formally announcing a 7-year deal with Oxy Energy in February of 2023.
The Astros are a consistently dominate force in the AL West. With seven straight playoffs appearances that all made it to at least the ALCS, the Astros are a solid bet for a brand looking to work with a team that will likely make the playoffs, providing additional October exposure to their fan base and nationally.
Miami Marlins: ADT
2023 Season Social Value: $7,694,756 | 2023 Season Impressions: 293,707,168 | Total Followers: 1.8M
Making history alongside @ADT 🤝
— Miami Marlins (@Marlins) March 29, 2023
Introducing the Official Smart Security Partner and Official Solar Energy Partner of the Miami Marlins. ADT becomes our first official jersey patch partner, with the company’s iconic blue octagon. #SafeAtHome pic.twitter.com/ZkQSm4aRzE
The Miami Marlins were the last team to sign a jersey patch sponsor before the season started, unveiling the addition of ADT to their uniforms right before Opening Day. Based in South Florida, the estimated $5M-a-year deal with the home security company once again went regional, clearly trend for the jersey patches thus far.
A team looking toward the future, the Marlins enter the 2024 season with Cy Young winner Sandy Alcantara and MLB The Show ’23’s cover star Jazz Chisholm Jr. They also had some of the biggest season-over-season growth from 2022 to 2023. ADT’s multi-year agreement got them in on the ground floor with a team aiming to boost their performance and profile in the next few years.
New York Mets: NewYork-Presbyterian Hospital
2023 Season Social Value: $16,932,087 | 2023 Season Impressions: 546,346,380 | Total Followers: 4.4M
We are excited to show off our Amazin' partnership with @nyphospital. pic.twitter.com/fnpAdSMwH5
— New York Mets (@Mets) April 6, 2023
The Mets unveiled their NewYork-Presbyterian Hospital jersey patch for their home opener at Citi Field in 2023, shortly after the regular season started. After receiving some feedback from fans, the team changed the red-and-white patch to match the Mets colors better.
The expansive New York City hospital network is a new sponsor for the Mets, who always have high expectations and lots of media attention. With a roster that includes major MLB stars like Pete Alonso and Francisco Lindor and a passionate fan base with high hopes for the the season and postseason, the Mets will likely be a big story in New York City and beyond.
St. Louis Cardinals: Stifel
2023 Season Social Value: $16,195,984 | 2023 Season Impressions: 582,051,724 | Total Followers: 4.8M
For over 100 years, @Stifel has been a part of the fabric of downtown St. Louis.
— St. Louis Cardinals (@Cardinals) May 2, 2023
Today, they join the fabric of the St. Louis Cardinals as our official jersey patch partner. pic.twitter.com/37xRGqo3pf
A month into the 2023 season the St. Louis Cardinals unveiled St. Louis-based wealth management and investment firm Stifel as their jersey patch partner. Although their geographic market is considered small to mid-sized, the Cardinals consistently boast strong attendance, viewership and social media numbers, maximizing exposure for their partners.
Atlanta Braves: QUIKRETE
2023 Season Social Value: $43,901,901 | 2023 Season Impressions 1,505,767,703 | Total Followers: 6M
Welcome to the show, @QUIKRETE! pic.twitter.com/7xov44Hjgb
— AtBraves ⭐️⭐️⭐️⭐️⭐️⭐️⭐️⭐️ (@Braves) May 18, 2023
Another midseason addition in 2023, the Braves named Atlanta-based cement manufacturer QUIKRETE as their jersey patch partner. The Atlanta Braves have been incredibly successful in recent years, making six straight playoffs and winning the World Series in 2021. Striking a five-year deal, QUIKRETE’s investing in a franchise with proven sustained success. On social media the Braves are consistently one of the few teams with over 1 billion impressions season after season, not including the playoffs.
Detroit Tigers: Meijer
2023 Season Social Value: $13,684,075 | 2023 Season Impressions: 521,530,240 | Total Followers: 4.6M
Two iconic Michigan brands committed to grow together, to push Detroit ahead together, and to win together.
— Detroit Tigers (@tigers) May 25, 2023
The Tigers are proud to announce an expanded partnership with @meijer as our official jersey patch partner. pic.twitter.com/dt5IiMtMXv
A couple of months into the 2023 season the Detroit Tigers announced grocery chain Meijer, another iconic Michigan brand, would be their official jersey patch partner. Unlike many other partnerships, Meijer agreed to change their logo color to match the Tigers home and away uniforms. This expansion of their relationship with Meijer follows the trend of working with a company located in the area, and partnering with a familiar consumer brand like Meijer is more likely to immediately resonate with local fans.
Cleveland Guardians: Marathon
2023 Season Social Value: $6,873,576 | 2023 Season Impressions: 267,290,931 | Total Followers: 3M
Another reminder that baseball season is a Marathon, not a sprint.
— Cleveland Guardians (@CleGuardians) June 30, 2023
Excited to welcome Ohio-based Marathon as our jersey patch partner beginning July 3, 2023 and extending through the 2026 season.#ForTheLand pic.twitter.com/Dnc5KlU5cj
The Cleveland Guardians chose Marathon as their jersey patch partner, debuting the gas station retailer’s patch the week of 4th of July festivities during the 2023 season. The team officially rebranded as the Guardians last year, making Marathon part of their new look relatively early.
New York Yankees: Starr Insurance
2023 Season Social Value: $44,415,511 | 2023 Season Impressions: 1,811,865,280 | Total Followers: 15.2M
Our home and away uniforms with the Starr Insurance patch. pic.twitter.com/cakDuS5Mp7
— New York Yankees (@Yankees) July 12, 2023
In what’s predicted to be the biggest jersey patch deal for Major League Baseball (rumored to be around $25 million annually), at the 2023 All-Star Break the New York Yankees officially announced Starr Insurance would be on their jersey sleeves through 2031.
As the biggest brand in baseball, the Bronx Bombers have the largest social media following across all MLB teams. The Yankees are usually the #1 MLB team on social media for impressions, engagements and social value, earning over 2 billion impressions. On top of these social numbers, the world-famous Yankees have high attendance, an engaged audience on YES Network, more national broadcast opportunities than most MLB clubs and players like Aaron Judge and now Juan Soto frequently appearing in national media.
Toronto Blue Jays: TD Canada
We're excited to announce @TD_Canada as our official jersey patch partner! pic.twitter.com/RVLsfbRG9V
— Toronto Blue Jays (@BlueJays) July 15, 2023
The lone Canadian MLB team added TD to their jerseys as the second half of the season got underway. As the only team up north, the Blue Jays have a pretty strong monopoly of the Canadian market and finished the 2023 season as a top ten team for all major social media metrics. They were one of seven teams that had over 1 billion projected impressions.
As for other sponsor exposure avenues, post-pandemic attendance and viewership were both up last year for the Blue Jays. They also generate plenty of storylines with their roster, which has three sons of previous major leaguers: Vladimir Guerrero Jr., Bo Bichette and Cavan Biggio. One of the league’s young stars, Guerrero Jr. just won the 2023 Home Run Derby and continues to be a focus of national media attention.
Kansas City Royals: QuikTrip
Royals 🤝 QuikTrip pic.twitter.com/XJzjqj1IVN
— Kansas City Royals (@Royals) February 21, 2024
The Kansas City Royals signed a deal ahead of 2024 Spring Training with regional gas station brand QuikTrip. Kansas City’s fan base extends beyond their side of Missouri into surrounding states like Kansas and Nebraska. They also benefit from the excitement around the Kansas City Chiefs and Patrick Mahomes celebrity investment into the franchise. With a young team and potential plans for a new stadium, the Royals are an exciting group to keep an eye on in the AL Central.
The fifteen teams currently sporting jersey patch sponsors cover a range of market sizes and on-field success levels, which will provide key insights into the potential value and exposure of the MLB jersey patch. Ultimately, the goal will be for all 30 teams to benefit from this sponsorship asset.
Photo Credit: @Marlins Twitter