MLB and MLB Players, Inc. form new partnership to increase player marketing

Major League Baseball and MLB Players, Inc., the business arm of the Major League Baseball Players Association, formed a new agreement designed to increase player marketing through league sponsors and third-party league relationships. The partnership gives MLB the right to grant its partners and advertisers use of MLB players in groups for ads and promotions.

The new agreement will increase player rights usage through a more streamlined process for third party partnerships. Previously, sponsors would have to negotiate separate agreements with the league and union to have the same rights. The more direct arrangement makes it easier for partners to unlock the powerful combination of MLB and player rights in their national promotions.

“MLB players are outstanding brand ambassadors for our partners with talent and personality that is undeniable,” said Noah Garden, MLB Chief Revenue Officer. “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.”

“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,” said Evan Kaplan, Managing Director of MLB Players, Inc. “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.”