October 4, 2022

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Sports Really Satisfies

MLB commercial guide 2022: Every franchise, every sponsor, all the major TV deals

Across North America, the arrival of spring traditionally coincides with the blossoming of a new Major League Baseball (MLB) season. This year, however, there were legitimate concerns that the season might not go ahead at all.

Dominated by a 99-day lockout, the 2021/22 MLB offseason saw the second longest work stoppage in the league’s 146-year history. When all 30 owners decided to enforce the lockout after MLB’s previous collective bargaining agreement (CBA) expired on 1st December, the start of the new season was plunged into uncertainty.

Indeed, the standoff between MLB owners and the league’s players’ association (MLBPA) would delay both spring training and the 2022 season’s originally scheduled 31st March start date, with the two parties remaining at odds after in-person discussions failed to bring a new agreement.

That all ended on 10th March, when MLB finally struck a new CBA with the MLBPA, which approved the updated terms with a vote of 26 to 12. The league’s 30 owners voted unanimously in favour of the new CBA, concluding a stalemate which had cast serious doubt over the prospect of being able to play a full 162-game season.

The new CBA will see minimum salaries increase by 23 per cent from 2021 to US$700,000 for this season, a figure which will then rise by another US$20,000 each year until 2026. Further details include a competitive balance tax threshold increase to US$230 million, marking a near ten per cent increase on last year, as well as a pre-arbitration bonus pool of US$50 million. With the new agreement, MLB will also switch to an expanded 12-team playoff format.

Another major headline in the build-up to the 2022 season saw tech giant Apple make its long-awaited first foray into live sports by signing a multi-year deal with MLB across nine different territories, including the US and Canada. According to Forbes, Apple will pay MLB US$85 million for each year of the contract, a payment which reportedly comprises of US$55 million for the league’s broadcast rights and US$30 million in advertising rights. On the eve of the new season MLB also confirmed a streaming deal with NBC’s Peacock to air 18 live Sunday morning games per year. Previous reports suggested this would be worth US$30 million a year for an initial two-season term.

Meanwhile, MLB will allow jersey patch sponsorships for the first time in 2023, which is another result of the new CBA. This year could also reportedly see the introduction of helmet deals in time for the 2022 postseason. However unlike jersey partnerships, which are set to be negotiated by the teams, the logos that appear on team helmets are expected to be part of a league-wide agreement.

As the ink dries on MLB’s new CBA, all eyes now turn to Yankee Stadium in the Bronx, where one of the most storied and tempestuous rivalries in all of sports will be rekindled when the New York Yankees face the Boston Red Sox to open the new season.


League executives

Commissioner: Rob Manfred

Deputy Commissioner: Dan Halem

General Counsel: Lara Pitaro Wisch

Chief Revenue Officer: Noah Garden

Chief Operations and Strategy Officer: Chris Marinak

Chief Baseball Development Officer: Tony Reagins

Chief Financial Officer: Bob Starkey

Chief Marketing Officer: Karin Timpone

Chief Communications Officer: Pat Courtney


Official partners

Adobe, Arm & Hammer, Budweiser, Camping World, Capital One, Chevrolet, Clear, Citrix, DraftKings, Evan Williams Bourbon, Extreme Networks, FTX, Gatorade, Geico, Good Sam, Google, Google Cloud, Hankook, Hyperice, LoanDepot, Lypsol, Mastercard, MGM Resorts, Mitel, Netspend, NTT, Oxi Clean, Roman, Scotts, SiriusXM, Spectrum Solutions, Taco Bell, T-Mobile, Woodbridge


Broadcast partners

US

ESPN (US$550 million per year, starts 2022, expires 2028): Seven-year deal includes 30 exclusive regular season games per year, in addition to simulcast rights for ESPN+ and the expanded Wild Card Series.

Turner Sports (US$3.2 billion in total, starts 2022, expires 2028): WarnerMedia-owned broadcaster’s deal includes Tuesday night package and Sunday regular season fixtures, as well as one league championship series each year, two of MLB’s four divisional rounds, and one wild card game.

Fox (US$5 billion in total, signed 2018, expires 2028): Fox is the exclusive broadcast partner of the champion-crowning World Series, as well as one league championship series, two division series and the All-Star Game. It also shows regular season games on Saturdays.

Apple (US$85 million per year, starts 2022, reportedly expires 2028): Apple’s deal, which covers nine territories in total, includes a weekly MLB Friday night doubleheader, as well as live look-in rights in the US.

NBC (US$30 million per year, starts 2022, reportedly expires 2024): The Peacock streaming service will exclusively broadcast 18 Sunday morning games per season and launch on MLB hub on the platform with additional content. The deal also includes the All-Star Futures Game.

Canada

Sportsnet, TSN, RDS, DAZN (MLB Network)

International 

China: Tencent

France: BeIN Sports

Spain and Andorra: Movistar Deportes

Netherlands: ESPN

UK and Ireland: BT Sport

Italy: Helbiz Media

Bosnia & Herzegovina, Croatia, North Macedonia, Montenegro, Serbia: Arena Sport

Austria, Germany, Switzerland: Sport1

Denmark, Finland, Iceland, Norway, Sweden: Nent Group (Viaplay)

Japan: NHK, J Sports, Apple

South Korea: SPOTV

Latin America: ESPN

Mexico: Televisa

Colombia: Telecaribe 

Brazil: ESPN

Dominican Republic: CDN SportsMax

Puerto Rico: WAPA Deportes

Middle East and North Africa (MENA): BeIN Sports

Australia and New Zealand: ESPN, Apple (Australia)

 


The Teams

All valuations are from Sportico’s 2021 ranking of MLB team values. All sponsorship figures quoted have been reported or officially disclosed.

American League

AL Central

Chicago White Sox

Owner: Jerry Reinsdorf

Senior executive vice president: Howard Pizer

Valuation: US$1.65 billion

Home Venue: Guaranteed Rate Field (40,615)

Home venue Operator: Illinois Sports Facilities Authority

Ballpark naming rights deal: US$20.4 million, signed 2016, expires 2026

Other sponsors: Beggars Pizza, Blue Cross Blue Shield Association, Caesars Entertainment, Coca-Cola, Ford, Geico, Modelo, Proven IT, State Farm, Wintrust

Local media partners: NBC Sports Chicago (TV), WMVP, WRTO (radio)


Cleveland Guardians

Owner: Dolan family

Chairman and chief executive: Paul J. Dolan

Valuation: US$1.375 billion

Home Venue: Progressive Field (34,830)

Home venue operator: Cuyahoga County

Ballpark naming rights deal: US$58 million, signed 2008, expires 2024

Other sponsors: Cleveland Clinic, FirstEnergy Corp, Dollar Bank, MillerCoors, PepsiCo, Sherwin Williams, UnionHome Mortgage, Discount Drug Mart

Local media partners:Bally Sports Great Lakes (TV), WTAM, WMMS (radio)


Detroit Tigers

Owner: Christopher Ilitch

President and chief executive: Chris McGowan

Valuation: US$1.33 billion

Home Venue: Comerica Park (41,083)

Home venue operator: 313 Presents

Ballpark naming rights deal: Extension signed 2018, expires 2034, original 30-year deal worth US$66 million

Other sponsors: Chevrolet, PointsBet, PepsiCo, DTE Energy, Little Caesars, Meijer, MillerCoors, Belfor, Blue Cross & Blue Shield of Michigan, MotorCity Casino

Local media partners: Bally Sports Detroit (TV), WXYT (radio)


Kansas City Royals

Chairman and chief executive: John Sherman

Chief Operating Officer: Brooks Sherman

Valuation: US$1.15 billion

Home Venue: Kauffman Stadium (37,903)

Home venue operator: Jackson Sports Complex Authority

Ballpark naming rights deal: N/A

Other sponsors: Commerce Bank, Molson Coors, Price Chopper, Blue Cross Blue Shield of Kansas City, University of Kansas Health System

Local media partners: Bally Sports Kansas City (TV), KCSP (radio)


Minnesota Twins

Owner: James Pohlad

President and chief executive: Dave St. Peter

Valuation: US$1.52 billion

Home Venue: Target Field (38,554)

Home venue operator: Twins Ballpark LLC

Ballpark naming rights deal: US$5 million to US$6 per year, signed 2008, expires 2033

Other sponsors: Delta Air Lines, Northland Ford, Pentair, US Bank, Treasure Island, UnitedHealthcare, Securian Financial

Local media partners:Bally Sports North (TV), WCCO, KMNB (radio)


AL East

Baltimore Orioles

Owner: Peter Angelos

President and chief executive: John P. Angelos

Valuation: US$1.7 billion

Home venue: Oriole Park at Camden Yards (45,474)

Home venue operator: Maryland Stadium Authority

Ballpark naming rights deal: N/A

Sponsors: Anheuser-Busch InBev, Bank of America, Geico, Maryland Lottery, McCormick, MedStar Health, Pepsi, PNC, State Farm Insurance

Local media partners: Mid-Atlantic Sports Network (TV), WIYY and WBAL (radio)


Boston Red Sox

Owner: Fenway Sports Group (FSG)

President and chief executive: Sam Kennedy

Valuation: US$4.8 billion

Home venue: Fenway Park (37,731)

Home venue operator: FSG

Ballpark naming rights deal: N/A

Sponsors: Bank of America, Beam Suntory, Beth Israel Lahey Health, Samuel Adams, Coca Cola, CVS Health, Dell EMC, Ford, JetBlue Airways, John Hancock, FW Webb Company, MGM Resorts

Local media partners: NESN, WEII Radio


New York Yankees

Owner: Hal Steinbrenner

President and chief executive: Randy Levine

Valuation: US$6.75 billion

Home Venue: Yankee Stadium (46,537)

Home venue operator: Yankee Stadium LLC

Ballpark naming rights deal: N/A

Sponsors: Anheuser-Busch InBev, Audi, Bank of America, Canon, Delta Air Lines, Ford, Hess, Mastercard, PepsiCo, State Farm, T-Mobile, Toyota

Local media partners:  Yes Network (TV), WFAN (radio)

The New York Yankees remain one of the biggest brands in US sport


Tampa Bay Rays

Owner: Stuart Sternberg

Co-presidents: Brian Auld, Matthew Silverman

Valuation: US$1.14 billion

Home Venue: Tropicana Field (25,025)

Home venue operator: Tampa Bay Rays

Ballpark naming rights deal:US$1 million a year, signed 1996, expires 2026

Other sponsors: Anheuser-Busch InBev, Coca-Cola, Dex Imaging, Gregory, Tampa Bay Times

Local media partners: Bally Sports Florida, Bally Sun Sports (TV), WDAE (radio)


Toronto Blue Jays

Owner: Rogers Communications

President and chief executive: Mark Shapiro

Valuation: US$1.76 billion

Home Venue: Rogers Centre (53,506)

Home venue operator: Rogers Stadium Limited Partnership

Ballpark naming rights deal: N/A

Other sponsors: Anheuser-Busch InBev, Doordash, Enterprise Holdings, Home Hardware, Maple Leaf Foods, Pizza Nova, TD Bank, Sobeys Inc, WestJet Airlines

Local media partners: Rogers Sportsnet (TV), Sportsnet 590 The Fan (radio)


AL West

Houston Astros

Owner: Jim Crane

Senior Vice President, business operations: Marcel Braithwaite

Valuation: US$2.19 billion

Home Venue: Minute Maid Park (41,168)

Home venue operator: Harris County-Houston Sports Authority

Ballpark naming rights deal:US$100 million, signed 2002, expires 2032

Other sponsors:Anheuser-Busch InBev, AT&T, Bank of America, Coca-Cola, Chevrolet, ConocoPhillips, HEB, Houston Methodist Hospital, Lexus, United Airlines

Local media partners: AT&T SportsNet Southwest (TV), KBME (radio)


Los Angeles Angels

Owner: Arturo Moreno

Chairman: John Carpino

Valuation: US$2.46 billion

Home Venue: Angel Stadium of Anaheim (45,517)

Home venue operator: Angels Baseball LP

Ballpark naming rights deal: N/A

Other sponsors: Anheuser-Busch InBev, Bandai Namco, Coca-Cola, Diageo, Funai, Lexus, Memorial Care, Orange County Health Care Agency, Pechanga Resort Casino, Yakult

Local media partners: Bally Sports West (TV), KLAA (radio)


Oakland Athletics

Owner: John Fisher

President and chief executive: David Kaval

Valuation: US$1.3 billion

Home Venue: RingCentral Coliseum (46,847)

Home venue operator: Oakland-Alameda County Coliseum Authority

Ballpark naming rights deal: US$1 million a year, signed 2019, expires 2022

Other sponsors: Anheuser-Busch InBev, Chevrolet, Chevron , Clorox, Comcast, Diageo, Geico, Kaiser Permanente, Keurig Dr Pepper, Mechanics Bank, Southwest Airlines, Stanley Black & Decker, State Farm

Local media partners: NBC Sports California (TV), KNEW (radio)


Seattle Mariners

Owner: John Stanton

Chief executive: Catie Griggs

Valuation: US$1.77 billion

Home Venue: T-Mobile Park (47,929)

Home venue operator: Washington State MLB Stadium Public Facilities District

Ballpark naming rights deal: US$87.5 million, signed 2018, expires 2044

Other sponsors: Boeing, KeyCorp, PepsiCo, State Farm

Local media partners: Root Sports Northwest (TV), KIRO (radio)


Texas Rangers

Owner: Ray Davis, Bob Simpson

President: Neil Leibman

Valuation: US$1.84 billion

Home Venue: Globe Life Field (40,300)

Home venue operator: Texas Rangers

Ballpark naming rights deal: US$11 million a year, signed 2017, expires 2048

Other sponsors: Anheuser-Busch InBev, Choctaw, Coca-Cola, Comerica, Lexus, Lockheed Martin, Medical City Healthcare, State Farm, Toyota, TXU

Local media partners: Bally Sports Southwest (TV), KRLD (radio)

The Texas Rangers’ US$1.2bn Globe Life Field opened in 2020


National League

NL Central

Chicago Cubs

Owner: Ricketts family

President of business operations: Crane Kenney

Valuation: US$4.14 billion

Home Venue: Wrigley Field (41,649)

Home venue operator: Chicago Cubs

Ballpark naming rights deal: N/A

Other sponsors: Advocate Health Care, American Airlines, Anheuser-Busch InBev, Beam Suntory, Gallagher, Marriott International, Nuveen, Sloan, Toyota, Wintrust

Local media partners: Marquee Sports Network (TV), WSCR (radio)


Cincinnati Reds

Owner: Bob Castellini

President and chief executive: Phil Castellini

Valuation: US$1.4 billion

Home Venue: Great American Ball Park (43,500)

Home venue operator: Cincinnati Reds

Ballpark naming rights deal: US$75 million, signed in 2000, expires 2033

Other sponsors: American Financial Group, Anheuser-Busch InBev, Cincinnati Bell, Coca-Cola, Kroger, PNC Financial Services, Procter & Gamble, TriHealth

Local media partners: Bally Sports Ohio (TV), WLW (radio)


Milwaukee Brewers

Owner: Mark Attanasio

President of business operations: Rick Schlesinger

Valuation: US$1.365 billion

Home Venue: American Family Field (41,900)

Home venue operator: Southeast Wisconsin Profesional Baseball Park District, Milwaukee Brewers

Ballpark naming rights deal: US$4 million a year, 15-year deal signed 2019

Other sponsors: Associated Banc-Corp, Aurora Health Care, Fleet Farm, Johnsonville, Molson Coors, Northwestern Mutual, Potawatomi Hotel & Casino, SC Johnson, US Cellular, UW Credit Union

Local media partners: Bally Sports Wisconsin (TV), WTMJ (radio)


Pittsburgh Pirates

Owner: Robert Nutting

President: Travis Williams

Valuation: US$1.26 billion

Home Venue: PNC Park (38,747)

Home venue operator: Pittsburgh Pirates

Ballpark naming rights deal: Extension signed 2021, expires 2031, original deal signed in 2001 worth US$30 million

Other sponsors: Allegheny Health Network, Beam Suntory, Coca-Cola, Comcast, FedEx, Giant Eagle, Highmark Health, PNC, Teco Peoples Gas, WB Mason

Local media partners: AT&T SportsNet Pittsbirgh, SportsRadio 93.7 the Fan


St Louis Cardinals

Owner & chief executive: William DeWitt JR

Valuation: US$2.36 billion

Home Venue: Busch Stadium (45,494)

Home venue operator: St Louis Cardinals

Ballpark naming rights deal: Value not reported, signed 2004, expires 2026

Other sponsors: Ameren, Anheuser-Busch InBev, Bank of America, Coca Cola, Edward Jones, Ford, Mercy Health, National, Wells Fargo, Perficient, Phillips 66, Stifel Financial

Local media partners: Bally Sports Midwest (TV), KMOX (radio)


NL East

Atlanta Braves

Owner: Liberty Media

President and chief executive: Derek Schiller

Valuation: US$2.38 billion

Home venue: Truist Park (41,048)

Home venue operator: Atlanta National Baseball Club Inc

Ballpark naming rights deal: US$10 million a year, 25-year deal signed in 2014

Other sponsors: Coca-Cola, Delta Air Lines, Equifax, Hyundai, Home Depot

Local media partners: Bally Sports South and Bally Sports Southeast (TV), WCNN and WNNX (radio)


Miami Marlins

Owner: Bruce Sherman

Chief executive: N/A – Derek Jeter resigned from role in March

Valuation: US$1.12 billion

Home Venue: LoanDepot Park (36,742)

Home venue operator: Miami Marlins LP

Ballpark naming rights deal: US$10 million a year, signed 2021, expiry not reported

Other sponsors: Anheuser-Busch InBev, AutoNation, Citrix, Dex Imaging, Humana, JP Morgan, PepsiCo, State Farm, Ultimate Kronos Group

Local media partners: Bally Sports Florida (TV), WINZ (radio)


New York Mets

Owner: Steve Cohen

President: Sandy Alderson

Valuation: US$2.48 billion

Home Venue: Citi Field (41,922)

Home venue operator: New York Mets

Ballpark naming rights deal: US$400 million, signed 2006, expires 2026

Other sponsors: Coca-Cola, Delta Air Lines, DraftKings, Fiserv, Ford, Geico, Hyundai, MillerCoors, New Balance, Tezos, Verizon

Local media partners: SportsNet New York, Pix 11 (TV), WCBS (radio)


Washington Nationals

Owner: Mark Lerner

Chief Operating Officer: Alan Gottlieb

Valuation: US$2.095 billion

Home Venue: Nationals Park (41,313)

Home venue operator: Washington Nationals Baseball Club LLC

Ballpark naming rights deal: N/A

Other sponsors: Anheuser-Busch InBev, Coca-Cola, Delta Air Lines, Geico, PNC, Harris Teeter Supermarkets, PNC Financial Services

Local media partners: Mid-Atlantic Sports Network (TV), WJFK (radio)


NL West

Arizona Diamondbacks

Owner: Ken Kendrick

President and chief executive: Derrick Hall

Valuation: US$1.28 billion

Home Venue: Chase Field (48,405)

Home venue operator: SMG

Ballpark naming rights deal: US$2.2 million a year, signed 1998, expires 2028

Other sponsors: Anheuser-Busch InBev, APS, Banner Health, Circle K, Cox Enterprises, Gila River Hotels & Casinos, Molson Coors, PepsiCo, State Farm, University of Phoenix

Local media partners: Bally Sports Arizona (TV), KMVP (radio)


Colorado Rockies

Owner: Richard Monfort

Chairman & chief executive: Gregory Feasel

Valuation: US$1.37 billion

Home Venue: Coors Field (50,144)

Home venue operator: Colorado Rockies Baseball Club Ltd

Ballpark naming rights deal: US$200 million, 30-year extension signed 2017

Other sponsors: Arrow Electronics, Bank of Colorado, Coca-Cola, Comcast, DraftKings, Infiniti, Jack Daniel’s, King Soopers, Molson Coors, State Farm, Toyota

Local media partners: AT&T SportsNet Rocky Mountain (TV), KOA (radio)


Los Angeles Dodgers

Owner: Guggenheim Baseball Management

President: Stan Kasten

Valuation: US$4.62 billion

Home Venue: Dodger Stadium (56,000)

Home venue operator: Los Angeles Dodgers

Ballpark naming rights deal: N/A

Other sponsors: Anheuser-Busch InBev, Bank of America, Blue Shield of California, Coca-Cola, San Manuel Casino, Security Benefit, State Farm, UCLA Health

Local media partners: SportsNet LA (TV), KLAC (English radio), KTNQ (Spanish radio)

The LA Dodgers’ Cody Bellinger offers significant marketing potential


San Diego Padres

Owner: Peter Seidler

Chief executive: Erik Greupner

Valuation: US$1.755 billion

Home Venue: Petco Park (42,209)

Home venue operator: Padres LP

Ballpark naming rights deal: Extension signed 2021, expires 2027, original 22-year deal worth US$60 million

Other sponsors: Anheuser-Busch InBev, Blue Cross Blue Shield of California, Jig-Saw, National University, Psyonix, Qualcomm, Quidel, State Farm, Sycuan Casino, Toyota, US Bancorp, UC San Diego Health, Viasat

Local media partners: Bally Sports San Diego (TV), KWFN (radio)


San Francisco Giants

Owner: San Francisco Baseball Associates LLC

Chief executive: Larry Baer

Valuation: US$3.49 billion

Home Venue: Oracle Park (41,915)

Home venue operator: San Francisco Baseball Associates LP

Ballpark naming rights deal: US$200 million, 20-year deal signed 2019

Other sponsors: Alaska Air Group, Bank of America, Chevron, Coca Cola, Dignity Health, Levi’s, Molson Coors, Nuveen Investments, StubHub, Toyota, Visa

Local media partners: NBC Sports Bay Area (TV), KNBR (radio)