IEG: MLB Sponsorship Revenue Totals $695 Million In 2014

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Spending on MLB and its 30 teams is expected to total $695 million in 2014, up 4.8 percent from the previous year, according to the latest IEG estimates.

While revenue may have slowed from the previous year, Major League Baseball has wrapped up 2014 on solid sponsorship footing.

Spending on MLB and its 30 teams is expected to total $695 million in 2014, up 4.8 percent from the previous year, according to the latest IEG estimates.

While spending lags the 5.9 percent increase from 2012 to 2013—a year in which the league signed a three-year, reportedly $125-million deal with T-Mobile—the increase exceeds IEG’s projected 4.5 percent increase in overall sponsorship spending.

The league signed two new partners in 2014: Church & Dwight Co. (Arm & Hammer and OxiClean brands) and Target Corp.

“While it may not have hit any grand slams on par with T-Mobile, MLB continues to forge new ground with new companies and new categories,” said William Chipps, IEG Sponsorship Report senior editor.

Anheuser-Busch is the most active sponsor in Major League Baseball with 81 percent of MLB properties reporting Budweiser as a sponsor. New Era is the second most active sponsor (74 percent), with State Farm a close third (71 percent).

The food and alcoholic beverage categories tie as the most active categories sponsoring Major League Baseball. Each category is four times more likely to sponsor baseball than the average of all sponsors.

About IEG, LLC
IEG leads the way in sponsorship intelligence. With over 30 years providing insights, evaluation, and guidance, our teams bring unparalleled perspective and proven methodology to every challenge.

We partner with top brands and properties to create fresh strategies, evaluate opportunities and maximize results. Our clients rise above competitors, meaningfully engage audiences and achieve lasting impact.

A unit of WPP’s GroupM, IEG is connected to specialty sibling communications companies in media, digital and activation. GroupM is the leading global media investment management operation that also serves as parent company to WPP media agencies including Maxus, MEC, MediaCom, and Mindshare.

For more information about IEG and the sponsorship industry, please visit http://www.sponsorship.com or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).

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William Chipps
IEG, LLC
312-725-5188
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