MLB heads into a new season with its first new auto sponsor in decades in Ford, and four additional new corporate patrons: Polymarket, Gallo, Zillow and John Deere.
With domestic truck and auto rights, Ford is displacing Chevrolet, MLB’s automotive sponsor since 2005, with a full portfolio of rights including MLB, MiLB and Little League Baseball sponsorships, the latter of which should help tie in regional dealer groups. Mike Zavodsky at WME supported Ford for the negotiations.
Ford has not had another big-league sponsorship since exiting its NFL deal for trucks in 2022, but its MLB team rights include sponsorships with the A’s, Braves, Cardinals, Guardians, Mets, Pirates, Reds, Red Sox, Royals, Twins and Yankees. With MLB, Ford will also be backing much of baseball’s America 250 celebration, including a presenting sponsorship around MLB’s Fourth of July fete.
TV ad buys with MLB rights holders are being negotiated. Ford will not take over the All-Star Game and World Series trophy presentations, which Chevrolet had. It will donate money and equipment to Little League Baseball.
Digital real-estate marketplace Zillow is also new to MLB’s sponsor roster, taking the “home search and home rental” categories in what appears to be its first league tie-up. Support will be largely digital and includes presenting sponsorship of a “Home Field Advantage” marketing platform, and one for the game’s “best closers.”
Another new sponsor is Gallo, complementing its four-year-old NFL rights with MLB ties. Gallo’s rights are for MLB and MiLB assets, and include rights to leverage Vibe Twisted Sips, wine-based drinks competing in the exploding ready-to-drink cocktail segment. Ads are expected across MLB’s broadcast, digital and social platforms. MLB’s last wine sponsor was Mondavi’s Woodbridge brand, which signed on in 2020.
Seeking a link to MLB’s ever-verdant fields, John Deere has signed on as MLB’s “official tractor and lawnmower.” A baseball-themed TV ad is expected shortly, and a huge marketing effort is planned around the Aug. 13 Field of Dreams Game in Dyersville, Iowa. John Deere also has sports sponsorships with the PGA Tour and the Breeders’ Cup.
Read more about MLB’s sponsor roster in Terry Lefton’s column in this week’s Sports Business Journal.
