MLB, MLBPA agree to player marketing deal

MLB has completed a key step in making it easier to market baseball's exciting star players.

Major League Baseball and MLB Players, Inc. -- the business arm of the MLB Players Association -- announced a new agreement Thursday designed to increase player marketing.

MLB now has the right to grant its partners and advertisers use of Major League players in groups for ads and promotions.

The partnership streamlines the process for league sponsors and third-party league relationships to use players in their campaigns. It's aimed at driving the promotion of MLB players and taking advantage of their marketability.

"MLB players are outstanding brand ambassadors for our partners, with talent and personality that is undeniable," MLB chief revenue officer Noah Garden said. "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."

Before this deal, sponsors had to negotiate separate agreements with MLB and the players' union to have the rights that MLB can now grant directly.

The more direct arrangement facilitates MLB's partners' ability to put the players on center stage in their national promotions.

"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," MLB Players, Inc. managing director Evan Kaplan said. "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."