By the time Major League Baseball and the MLB Players’ Association approved the addition of advertising patches on jerseys, contemporary consumers had already resigned themselves to the trend.
The relentless promotion of brands has become a standard aspect of modern life, and the idea that major league uniforms were too prestigious to be tainted by corporate branding now seems almost absurd.
However, this doesn’t imply that fans are obliged to embrace the change.
With each new jersey patch introduction, there’s a predictable wave of dissent, illustrated by nightly backlash on social media against major league uniforms resembling European soccer kits too closely.
Currently, 23 out of 30 teams have embraced the additional revenue from uniform partnerships, generating annual income that ranges from a few million dollars to sums substantial enough to cover the salary of a top-tier starting pitcher. It’s likely that teams like the Rockies, Nationals, Rays, Twins, White Sox, Mariners, and Athletics—wherever they may end up—will soon follow suit and complete the transition with all 30 teams participating.
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However, not all jersey patches are equal in their impact. Some logos may offend consumers more quickly than others. While responses may differ from fan to fan, USA TODAY Sports has endeavored to rank the 23 jersey advertisements from least to most objectionable:
23. New York Yankees: Starr Insurance
The Yankees may want you to think they are unique due to their strict grooming standards and the absence of a City Connect uniform, as well as the choice to forgo player names on the back of jerseys. However, like every other team, they have a price tag. Reportedly, that price is $25 million annually for the opportunity to display an insurance brand on their iconic pinstripes. It’s a bit disappointing, as one might expect the Yankees to command a higher figure given their storied history.
at least procure a premium national #brand for this partnership.
22. Cleveland Guardians: Marathon Oil
This represents a true full-circle scenario: Cleveland unwittingly became the starting point of the contemporary environmental movement when the Cuyahoga River caught fire once more in 1969. Now, the local baseball team is prominently sponsored by a company that features among the top 20 polluters in the country and conducted a covert operation to dismantle emissions regulations. Nevertheless, Emmanuel Clase continues to deliver clean performances in the ninth inning.
21. Los Angeles Dodgers: Guggenheim Baseball
We understand the situation: a group of affluent individuals owns the team. It’s impressive that Guggenheim Partners manages over $300 billion in assets and that CEO Mark Walter, who also owns the Dodgers, has an estimated net worth exceeding $6 billion. While we’re told they can afford to acquire top players, placing the brand on a jersey patch merely serves as a reminder to fans that they are witnessing a proxy battle between wealth managers and private equity executives.
20. Atlanta Braves: Quikrete
The Atlanta-based “manufacturer of concrete and cementitious products” has established a five-year agreement and is “proud to have our local team showcase our iconic yellow bag QUIKRETE logo on their sleeve,” stated Will Magill, CEO of QUIKRETE. However, fans attend games to unwind. The “iconic yellow bag” serves as a constant reminder that they are likely neglecting a home repair or improvement task to enjoy a seemingly trivial sporting event. It could have been worse, considering Home Depot’s headquarters is located just three miles from Truist Park.
19. San Francisco Giants:
Chevrolet
Initially, this collaboration appears to be an ideal match: baseball, hot dogs, apple pie, and the renowned General Motors brand. However, the reality is rooted in a misguided effort from the Bay Area tech community. Many may forget that the Giants donned Chevy’s logo after a lackluster season with Cruise, which promotes itself as the “leading driverless ride-hail service.” This unfortunate partnership was launched with a video that featured manager Gabe Kapler and closer Camilo Doval, neither of whom now holds those positions, and the situation deteriorated from there. Cruise’s CEO vacated their role following an incident where a robotaxi dragged a pedestrian for 20 feet, compounded by allegations from state officials that Cruise had withheld crucial information. Chevrolet and Cruise share the same parent company, GM.
18. Texas Rangers: Energy Transfer
Do you recall Enron Field, the initial name of the Astros’ stadium prior to the infamous collapse of the energy giant? A part of that legacy remains, in a way, stitched into the Rangers’ uniforms. Kelcy Warren, the co-founder of Energy Transfer, who was previously the CEO and currently serves as executive chairman, acquired thousands of miles of pipelines in the aftermath of Enron’s fall, accumulating substantial energy assets. Today, Energy Transfer boasts a $54 billion market cap and is woven into the fabric of the Rangers’ jerseys.
17. Philadelphia Phillies: Independence Blue Cross
Marketed as “Philadelphia’s hometown health insurer for over 85 years” and “proud to have our brand cemented in Phillies history,” one has to wonder again why healthcare providers engage in promotion and branding rather than focusing on reducing the costs associated with illness.
16. Houston Astros:
Occidental Petroleum
Given the expansive nature of the brand, “Oxy” is displayed prominently on the sleeve, similar to its distinguished signage surrounding Minute Maid Park. This association symbolizes Texas and its oil industry—a pairing that seems almost destined. As Astros vice president Jeff Stewart noted: “We take pride in our long-standing partnership with Oxy and appreciate their commitment to our community and fans.” The additional revenue generated will help mitigate the financial investment made in Jose Abreu.
15. Chicago Cubs: Motorola
At first glance, this partnership might seem innocuous. However, it’s worth mentioning that the Cubs-Motorola collaboration was unveiled two years after the Padres secured an agreement with Motorola for MLB’s inaugural jersey patch. One would assume that the legendary Cubs brand would overshadow the Padres, but the National League standings indicate otherwise. This deal also encompasses the “motorola razr room,” which is positioned next to the Cubs’ team store, while the deliberately lower-case spelling aims to persuade Gen Z to switch from their iPhones.
14. Toronto Blue Jays: TD
TD Bank’s Canadian commercial division serves as a rather typical and low-key sponsor. However, the patches they provide are far from subtle; the green hue is excessively prominent on all Blue Jays jerseys, whether they are in home whites or various shades of blue.
13. Miami Marlins: ADT
The Marlins have partnered with ADT, “the most trusted brand” <a href="https://www.mlb.com/press-release/press-release-adt-and-miami-marlins-announce-historic-multi-year-partnership"
in smart home and small business security,” and even with the pitch clock making the game faster, you shouldn’t have to worry about your home being broken into while watching Roddery Muñoz pitch: “This partnership reflects the dedication of ADT and the Marlins to the shared principle that everyone has the right to feel secure. Both local organizations will pinpoint areas at loanDepot park where ADT’s leading smart security products can ensure the safety of fans, players, and visitors when they come to the ballpark.”
12. New York Mets: New York Presbyterian
In a fashion that Mets fans have come to expect, the patch rollout was quickly altered when onlookers pointed out that the patch looked like “Phillies colors.” Regardless, the new patch is more visually appealing. The collaboration between the Mets and the hospital will feature a “branded seventh-inning stretch” aimed at promoting active lifestyles and honoring health care professionals on the field. In addition, babies born at New York Presbyterian will receive Mets onesies. Adorable!
11. St. Louis Cardinals: Stifel
A St. Louis-based financial services holding company described as “one of the nation’s leading full-service wealth-management and investment banking firms.” They expressed their joy that baseball enthusiasts nationwide will see our logo elegantly integrated into the iconic Cardinals uniform.
10. Milwaukee Brewers: Northwestern Mutual
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According to John Schlifske, the CEO of Northwestern, “We are investing $1 billion in our downtown campus. To effectively draw employees to Milwaukee, we must position ourselves as a major city, and having the Brewers plays a crucial role in that overall experience of living, working, and enjoying life in Milwaukee.”
9. Arizona Diamondbacks: Avnet
Described as “a premier global distributor of technology solutions located in Arizona.” It’s easy to envision their logo on the polo shirt of a business traveler at Sky Harbor, waiting to catch a flight with Southwest.
8. San Diego Padres: Motorola
What accounts for the Padres’ higher ranking compared to the Cubs? For starters, they were the pioneers in this arena. Motorola will also act as the presenting partner for the Padres Hall of Fame. As far as sports collaborations are concerned, telecommunications is ingrained in San Diego’s identity. More than 25 years ago, Qualcomm removed the name from Jack Murphy Stadium, and their ongoing partnerships illustrate that they “share a commitment to challenging the norm.”
7. Los Angeles Angels: Foundation Building Materials
With FBM on their sleeve, this company was established just a short distance from Angel Stadium and is “a top distributor of building materials and construction supplies, including gypsum wallboards, metal framing, door and window frames, ceiling tiles, drywall, insulation, suspended ceiling systems, fasteners, and stucco.” It’s unfortunate they can’t also be labeled as having “functional ownership.”
6. Baltimore Orioles: T. Rowe Price
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The Baltimore-based firm has now become the “exclusive investment and wealth management sponsor of the team.” As a reflection of changing times, the iconic Baltimore Sun sign on the Camden Yards scoreboard was removed in 2023, making way for T. Rowe Price which now occupies the space. This could serve as an interesting plot point for a fictional Season 6 of The Wire.
5. Boston Red Sox: MassMutual
The decade-long partnership “unites two respected, resilient, and successful brands from Massachusetts, anchored in their shared values of interdependence and commitment to customers.” Indeed, we’ve reached the portion of the rankings where every #brand has at least a nominal connection to the region.
4. Cincinnati Reds: Kroger
To provide perspective on the magnitude of these agreements, Sports Business Journal highlights that the Reds are receiving $5 million each year, which amounts to a fifth of what the Yankees earn. Kroger is certainly not a small local store – the grocery giant operates in 35 states and is consistently looking to expand – but it maintains its roots in Cincinnati.
3. Kansas City Royals: QuikTrip
A blessing for weary travelers, one wonders just how many lives QuikTrip has rejuvenated by providing coffee to motorists on their long journeys across Kansas. The Royals affirm: “How do we find a partner with shared values and beliefs, one who acts with the same passion and determination, who upholds that same integrity through generations?” This was expressed by Royals executive vice president, chief commercial and community impact officer Sarah Tourville during the announcement of the partnership.
2. Detroit Tigers: Meijer
A potential Reds-Tigers World Series would feature more than just I-75; it would highlight two major food brands that each have a stake in the game. Meijer already had a sponsorship with the Red Wings, and the Tigers deemed appropriate to collaborate with them as well.
a> to match “two of the most iconic brands in the state, creating millions of memories for fans and families each year,” stated executive vice president and chief operating officer Ryan Gustafson.
1. Pittsburgh Pirates: Sheetz
Absolutely. Without a doubt. America is, in many ways, connected by a network of full-service gas stations, convenience stores, and fast-food chains, and nothing encapsulates Western Pennsylvania quite like Sheetz. “If you superimpose our market area over the Pirates’ fanbase, you’d struggle to find many gaps,” noted Sheetz president & CEO Travis Sheetz said.
It’s indeed a fact: the state that could determine our next president is divided almost exactly in the middle, with Sheetz on the west and Wawa on the east. The Phillies missed an opportunity by overlooking Wawa, home of Schwarber-fest, among other things. The Pirates, however, understood the task perfectly and excelled.
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Ranking MLB Jersey Ads: From Disappointing Deals to Perfect Partnerships
The Rise of Jersey Advertising in MLB
Major League Baseball (MLB) has always been at the forefront of sports marketing, but the introduction of jersey ads marks a new era in revenue generation. As teams explore innovative partnerships, some deals shine bright while others leave fans and analysts disappointed. This article dives into the ranking of MLB jersey ads, shedding light on what makes a partnership successful and what pitfalls to avoid.
Understanding the Landscape of Jersey Advertising
Before delving into specific partnerships, it’s crucial to understand the factors that contribute to successful jersey advertising in MLB:
- Brand Alignment: The brand must resonate with the team’s identity and fanbase.
- Visibility: The placement of ads on jerseys should ensure maximum exposure during games.
- Engagement: Ads should foster interaction and engagement with fans.
- Performance Metrics: Brands should be evaluated on their impact on sales and fan perception.
Ranking the Most Notable MLB Jersey Ads
| Team | Brand | Partnership Type | Rating (1-10) |
|---|---|---|---|
| San Diego Padres | Motorola | Exclusive Jersey Sponsor | 9 |
| Boston Red Sox | MassMutual | Community Engagement | 8 |
| Miami Marlins | Rostrum | Creative Collaboration | 4 |
| Chicago Cubs | DraftKings | Interactive Sponsorship | 7 |
| Philadelphia Phillies | Ascent Health | Healthcare Partnership | 6 |
| Toronto Blue Jays | Canadian Tire | Nationwide Sponsorship | 8 |
Disappointing Deals: Lessons Learned
Some jersey advertising partnerships simply haven’t lived up to expectations. Here are a few examples and the lessons learned from them:
1. Miami Marlins and Rostrum
Despite an innovative approach, the partnership with Rostrum failed to resonate with fans. The colorful designs and hip branding did not align with the team’s identity, resulting in negative fan feedback.
**Lesson:** Brands must ensure their image aligns with the team’s culture and fan expectations to avoid backlash.
2. Philadelphia Phillies and Ascent Health
While healthcare is important, the partnership felt forced and lacked meaningful engagement with fans. Advertising healthcare services during a game did not translate into a strong connection with the audience.
**Lesson:** Ads should feel natural and relevant to the context of the game, enhancing rather than interrupting the experience.
Perfect Partnerships: Case Studies of Success
On the flip side, some jersey ads have proven to be perfect matches, creating a win-win situation for both teams and brands.
1. San Diego Padres and Motorola
The Padres and Motorola collaboration has been hailed as a model for success. The brand’s commitment to innovation aligns seamlessly with the team’s forward-thinking approach. The partnership has resulted in increased sales for Motorola and heightened visibility for the Padres.
**Key Metrics:**
– Increased merchandise sales by 20%
– Enhanced social media engagement by 40% during game days
2. Boston Red Sox and MassMutual
The ongoing partnership between the Boston Red Sox and MassMutual emphasizes community engagement and charitable acts. The collaboration includes initiatives that support local families, creating a positive brand image.
**Key Metrics:**
– 15% increase in community outreach participation
– 30% boost in brand awareness among local fans
Benefits of Strategic Jersey Partnerships
When executed correctly, jersey advertising can offer numerous benefits for both MLB teams and brands:
- Enhanced Revenue Streams: Teams can significantly increase their revenue through strategic partnerships.
- Increased Fan Engagement: Well-aligned brands can enhance fan experience and loyalty.
- Broadened Market Reach: Brands can tap into passionate fanbases, expanding their market reach.
- Positive Brand Associations: Successful partnerships can lead to favorable perceptions of both the team and the brand.
Practical Tips for Brands Considering MLB Jersey Ads
Brands interested in entering the MLB jersey advertising arena should consider the following practical tips:
1. Research the Team’s Demographics
Understanding the team’s fanbase is crucial. Conduct thorough research to ensure that the brand resonates with the target audience.
2. Foster Genuine Connections
Build relationships with the team and its management. Genuine partnerships create opportunities for collaboration beyond just advertising.
3. Be Innovative with Ad Concepts
Don’t just place a logo on a jersey. Explore creative ideas that allow for interactive fan experiences or community engagement.
4. Monitor Performance Metrics
Constantly evaluate the partnership’s impact. Use KPIs to measure success and adjust strategies as necessary.
First-Hand Experiences: Voices from the Field
Several industry experts weigh in on their experiences with MLB jersey advertising.
Marketing Executive from Motorola
“Our partnership with the Padres has been transformative. It has allowed us to tap into the vibrant San Diego community and connect with passionate fans in a way that feels authentic.”
Community Manager at MassMutual
“The collaboration with the Red Sox has been more than just advertising; it’s about making a difference in the community. It’s rewarding to see our initiatives resonate with fans.”
Looking Ahead: The Future of MLB Jersey Ads
As MLB teams continue to explore new advertising opportunities, the landscape of jersey ads will keep evolving. Teams that embrace innovation, prioritize fan engagement, and align their partnerships strategically will be the ones to thrive in this ever-changing environment.
By focusing on building strong, authentic partnerships, teams and brands can create memorable experiences that resonate with fans long after the final out.
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