MLB Sponsors Like Gatorade, Nike Hitting Home Runs With Fans

Winning sponsorships build fandom, not just awareness. MarketCast data shows that the most successful sponsors connect emotionally with fans by aligning with their passion for the game. With the first pitch about to be thrown for the 2025 World Series, here are a few key insights around the MLB and its sponsors for the 2024 season, including which ones are snagging the most fan consideration: 

• 68% of MLB fans watch 21+ games over the course of the season, and 34% said they were watching more games during the 2024 season than the previous one. 
• 58% of MLB fans say they’re somewhat or much more likely to try products of an official league sponsor and 56% are likely to recommend a sponsor.
• Official league sponsors averaged 31% aided brand awareness. Gatorade was the top brand recognized by MLB fans at 61% aided awareness, up 7 points from the previous year.  
• MarketCast found that sponsors of the MLB net an average lift of +35% pts on consideration. Looking at the top league sponsors, Gatorade and Nike lead at 73% and 71%, respectively, followed by T-Mobile (58%). 

MarketCast’s research finds that fandom is the key differentiator. Top-performing sponsors forge emotional connections by authentically aligning with fans’ love of the game. Brands that integrate seamlessly into the fan experience through meaningful activations, social storytelling, and community engagement, can achieve higher recall, stronger favorability and deeper loyalty.