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MLB 2023 commercial guide: Every franchise, every sponsor, all the major TV deals

SportsPro presents its annual commercial breakdown of the world’s preeminent baseball league and its 30 teams.

3 April 2023 SportsPro

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While the build-up to the 2022 Major League Baseball (MLB) season was dominated by the second-longest lockout in league history, this year has been all about a potential blackout of live coverage of some of its teams.

Just weeks before the season was due to start, Diamond Sports Group (DSG), the Sinclair subsidiary whose Bally Sports-branded regional sports networks (RSNs) hold local broadcast rights for 14 MLB teams, confirmed it has filed for chapter 11 bankruptcy protection – an announcement that came not long after Warner Bros Discovery was reported to be looking to exit the RSN business.

At a time when the league should have been full steam ahead in its preparations for its new season, it was instead scrambling for contingency plans to ensure fans in certain markets can watch their team’s games.

Still, there are several firsts to look out for during the 162-game 2023 regular season, which will see every franchise play each other for the first time in modern MLB history. Sponsor logos are now appearing on team jerseys, with the Los Angeles Angels, Houston Astros and Cincinnati Reds among those to have taken advantage of the league’s decision to let clubs sell the inventory from 2023 onwards.

Income from those deals should provide another boost to league revenue, which last year reached a record-setting US$10.8 billion, largely owing to improved domestic media rights deals with the likes of Fox, TBS and ESPN.

It’s not a bad position to be in for a league that saw two seasons impacted by the pandemic and one by a work stoppage, but MLB will nevertheless be looking for improved attendances, which in 2022 were down nearly six per cent compared to the last season unaffected by Covid.

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 financial officer: Bob Starkey
Chief marketing officer: Karin Timpone
Chief communications officer: Pat Courtney

MLB 2023 sponsors

The teams

Note: All valuations are from Forbes. Sponsorship values have been officially disclosed or reported. Average attendance figures are from ESPN.

American League

AL Central

Chicago White Sox

Value: US$2.05 billion
Owner: Jerry Reinsdorf
Senior executive vice president: Howard Pizer
Home venue: Guaranteed Rate Field (40,615)
2022 average attendance: 24,704
Naming rights deal: Guaranteed Rate (US$20.4 million, signed 2016, expires 2026)
Other major partners: Beggars Pizza, Blue Cross Blue Shield Association, Caesars Entertainment, Coca-Cola, Ford, Geico, Modelo, Proven IT, State Farm, Wintrust
Local broadcaster: NBC Sports Chicago (TV), WMVP, WRTO (radio)

Cleveland Guardians

Value: US$1.3 billion
Owners: Dolan family, David Blitzer
Chief executive: Paul Dolan 
Home venue: Progressive Field (34,830)
2022 average attendance: 17,050
Naming rights deal: Progressive (US$58 million, 16-year deal signed 2008)
Other major partners: Cleveland Clinic, FirstEnergy, Dollar Bank, MillerCoors, PepsiCo, Sherwin Williams, UnionHome Mortgage, Discount Drug Mart
Local broadcaster: Bally Sports Great Lakes (TV), WTAM, WMMS (radio)

Detroit Tigers

Value: US$1.45 billion
Owner: Christopher Ilitch
Chief executive: Chris McGowan
Home venue: Comerica Park (41,083)
2022 average attendance: 19,634
Naming rights deal: Comerica Bank (Original 30-year deal worth US$66 million, extension signed 2018, expires 2034)
Other major partners: Chevrolet, PointsBet, PepsiCo, DTE Energy, Little Caesars, Meijer, MillerCoors, Belfor, Blue Cross & Blue Shield of Michigan, MotorCity Casino
Local broadcaster: Bally Sports Detroit (TV), WXYT (radio)

Kansas City Royals

Value: US$1.2 billion
Owner: John Sherman
President: Brooks Sherman 
Home venue: Kauffman Stadium (37,903)
2022 average attendance: 15,974
Naming rights deal: N/A
Other major partners: Commerce Bank, Molson Coors, Price Chopper, Blue Cross Blue Shield of Kansas City, University of Kansas Health System
Local broadcaster: Bally Sports Kansas City (TV), KCSP (radio)

Minnesota Twins

Value: US$1.39 billion
Owner: Pohlad family
President: Dave St Peter
Home venue: Target Field (38,554)
2022 average attendance: 22,514
Naming rights deal: Target (signed 2008, 25-year deal)
Other major partners: Delta Air Lines, Northland Ford, Pentair, US Bank, Treasure Island, UnitedHealthcare, Securian Financial
Local broadcaster: Bally Sports North (TV), WCCO, KMNB (radio)

AL East

Baltimore Orioles

Value: US$1.7 billion 
Owner: Peter Angelos
Chief executive: John Angelos
Home venue: Oriole Park at Camden Yards (45,971)
2022 average attendance: 17,543
Naming rights deal: N/A
Other major partners: Anheuser-Busch InBev, Bank of America, Geico, Maryland Lottery, McCormick, MedStar Health, Pepsi, PNC, State Farm
Local broadcaster: Mid-Atlantic Sports Network (TV), WIYY and WBAL (radio)

Boston Red Sox

Value: US$4.5 billion 
Owner: Fenway Sports Group (FSG)
President and chief executive: Sam Kennedy
Home venue: Fenway Park (37,731)
2022 average attendance: 32,408
Naming rights deal: N/A
Jersey patch sponsor: MassMutual (US$170 million, signed 2022, expires 2032)
Other major partners: 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 broadcaster: New England Sports Network (TV), WEEI (radio)

New York Yankees

Valuation: US$7.1 billion
Owner: Steinbrenner family
President: Randy Levine
Home venue: Yankee Stadium (46,537)
2022 average attendance: 40,207
Naming rights deal: N/A
Other major partners: Anheuser-Busch InBev, Audi, Bank of America, Canon, Delta Air Lines, Ford, Hess, Mastercard, PepsiCo, State Farm, T-Mobile, Toyota
Local broadcaster: Yes Network (TV), WFAN (radio)

Aaron Judge’s US$360m offseason contract extension with the Yankees is the third largest player deal in MLB history

Tampa Bay Rays

Value: US$1.25 billion
Owner: Stuart Sternberg
Presidents: Brian Auld, Matthew Silverman
Home venue: Tropicana Field (42,735)
2022 average attendance: 13,927
Naming rights deal: Tropicana (US$30 million, signed 1996, expires 2026)
Other major partners: Anheuser-Busch InBev, Coca-Cola, Dex Imaging, Gregory, Tampa Bay Times
Local broadcaster: Bally Sports Florida, Bally Sun Sports (TV), WDAE (radio)

Toronto Blue Jays

Value: US$2.1 billion
Owner: Rogers Communications
Chief executive: Mark Shapiro
Home venue: Rogers Centre (53,506)
2022 average attendance: 32,763
Naming rights deal: Rogers Communications
Other major partners: A&W Restaurants, Anheuser-Busch InBev, Enterprise Holdings, Home Hardware, Maple Leaf Foods, Pizza Nova, Ryobi, TD Bank, theScore Bet, Sobeys Inc, WestJet Airlines
Local broadcaster: Rogers Sportsnet (TV), Sportsnet 590 The Fan (radio)

AL West

Houston Astros

Value: US$2.25 billion
Owner: Jim Crane
SVP, business operations: Marcel Braithwaite
Home venue: Minute Maid Park (41,168)
2022 average attendance: 33,197
Naming rights deal: Minute Maid (US$100 million, signed 2002, expires 2030)
Jersey patch sponsor: Oxy (signed 2023, expires 2029)
Other major partners: Anheuser-Busch InBev, AT&T, Bank of America, Coca-Cola, Chevrolet, ConocoPhillips, HEB, Houston Methodist Hospital, Lexus, United Airlines
Local broadcaster: AT&T SportsNet Southwest (TV), KBME (radio)

Los Angeles Angels

Value: US$2.7 billion
Owner: Arturo Moreno
President: John Carpino
Home venue: Angel Stadium of Anaheim (45,517)
2022 average attendance: 30,339
Naming rights deal: N/A
Jersey patch sponsor: Foundation Building Materials (signed 2023)
Other major partners: Anheuser-Busch InBev, Bandai Namco, Coca-Cola, Diageo, Funai, Lexus, Memorial Care, Orange County Health Care Agency, Pechanga Resort Casino, Yakult
Local broadcaster: Bally Sports West (TV), KLAA (radio)

Oakland Athletics

Value: US$1.18 billion 
Owner: John Fisher
President: David Kaval
Home venue: RingCentral Coliseum (46,847)
2022 average attendance: 9,973
Naming rights deal: RingCentral (US$1 million a year, signed 2020, expires 2023)
Other major partners: Anheuser-Busch InBev, Chevrolet, Chevron , Coca-Cola, Eva Air, Gilead Sciences, Kaiser Permanente, Mechanics Bank, State Farm
Local broadcaster: NBC Sports California (TV), KNEW (radio)

Seattle Mariners

Value: US$2.2 billion
Owners: John Stanton, Chris Larson
President: Catie Griggs
Home venue: T-Mobile Park (47,929)
2022 average attendance: 28,590
Naming rights deal: T-Mobile (US$3.5 million a year, signed 2018, expires 2043) 
Other major partners: Boeing, KeyCorp, PepsiCo, State Farm
Local broadcaster: Root Sports Northwest (TV), KIRO (radio)

Texas Rangers

Value: US$2.225 billion
Owner: Ray Davis
President and chief operating officer: Neil Leibman
Home venue: Globe Life Field (40,300)
2022 average attendance: 24,831
Naming rights deal: Globe Life (US$11 million a year, signed 2017, expires 2048)
Other major partners: Anheuser-Busch InBev, Choctaw, Coca-Cola, Comerica, Lexus, Lockheed Martin, Medical City Healthcare, State Farm, Toyota, TXU Energy
Local broadcaster: Bally Sports Southwest (TV), KRLD (radio)

National League

NL Central

Chicago Cubs

Value: US$4.1 billion
Owner: Ricketts family
President: Crane Kenney
Home venue: Wrigley Field (41,649)
2022 average attendance: 32,305
Naming rights deal: N/A
Other major partners: Advocate Health Care, American Airlines, Anheuser-Busch InBev, Beam Suntory, Gallagher, Marriott International, Nuveen, Sloan, Toyota, Wintrust
Local broadcaster: Marquee Sports Network (TV), WSCR (radio)

Cincinnati Reds

Value: US$1.19 billion 
Owner: Robert Castellini
President and chief operating officer: Phillip Castellini
Home venue: Great American Ball Park (43,500)
2022 average attendance: 17,447
Jersey patch sponsor: Kroger (US$5 million a year, signed 2023, multi-year deal)
Other major partners: American Financial Group, Anheuser-Busch InBev, Cincinnati Bell, Coca-Cola, Kroger, PNC Financial Services, Procter & Gamble, TriHealth
Local broadcaster: Bally Sports Ohio (TV), WLW (radio)

Milwaukee Brewers

Value: US$1.6 billion
Owner: Mark Attanasio
President: Rick Schlesinger
Home venue: American Family Field (41,900)
2022 average attendance: 30,155
Naming rights deal: American Family Insurance (US$4 million a year, 15-year deal signed 2019)
Other major partners: Associated Banc-Corp, Aurora Health Care, Fleet Farm, Johnsonville, Molson Coors, Northwestern Mutual, Potawatomi Hotel & Casino, SC Johnson, US Cellular, UW Credit Union
Local broadcaster: Bally Sports Wisconsin (TV), WTMJ (radio)

Pittsburgh Pirates

Value: US$1.32 billion 
Owner: Nutting family
President: Travis Williams
Home venue: PNC Park (38,747)
2022 average attendance: 15,524
Naming rights deal: PNC Financial Services (Extension signed 2021, expires 2031)
Other major partners: Allegheny Health Network, Beam Suntory, Coca-Cola, Comcast, FedEx, Giant Eagle, Guardian Protection, Highmark Health, WB Mason
Local broadcaster: AT&T SportsNet Pittsburgh (TV), KDKA (radio)

St Louis Cardinals

Value: US$2.55 billion
Owner: William DeWitt Jr
President: William DeWitt III
Home venue: Busch Stadium (45,494)
2022 average attendance: 40,994
Naming rights deal: Anheuser-Busch InBev (signed 2004, expires 2026)
Other major partners: Ameren, Bank of America, Coca-Cola, Edward Jones, Ford, Mercy Health, National, Wells Fargo, Perficient, Phillips 66, Stifel Financial
Local broadcaster: Bally Sports Midwest (TV), KMOX (radio)

NL East

Atlanta Braves

Value: US$2.6 billion
Owner: Liberty Media
President and chief executive: Derek Schiller
Home venue: Truist Park (41,084)
2022 average attendance: 38,641
Naming rights deal: Truist (US$10 million a year, signed 2014, expires 2042)
Other major partners: Coca-Cola, Delta Air Lines, Kill Cliff 
Local broadcaster: Bally Sports South and Bally Sports Southeast (TV), WCNN and WNNX (radio)

Miami Marlins

Value: US$1 billion
Owner: Bruce Sherman
President: Caroline O'Connor
Home venue: LoanDepot Park (36,742)
Home venue average attendance: 11,203
Naming rights deal: LoanDepot (US$10 million a year, signed 2021, multi-year deal)
Jersey patch sponsor: ADT (US$5 million a year, signed signed 2023, expires 2026) 
Other major partners: Anheuser-Busch InBev, AutoNation, Citrix, Dex Imaging, Humana, JP Morgan, PepsiCo, State Farm, Ultimate Kronos Group
Local broadcaster: Bally Sports Florida (TV), WINZ (radio)

New York Mets

Value: US$2.9 billion
Owner: Steve Cohen
President: Sandy Alderson
Home venue: Citi Field (41,922)
2022 average attendance: 33,308
Naming rights deal: Citi (US$400 million total, signed 2006, expires 2026)
Other major partners: Caesars Entertainment, Coca-Cola, Delta Air Lines, DraftKings, Fiserv, Ford, Geico, Hyundai, MillerCoors, New Balance, Tezos, Verizon
Local broadcaster: SportsNet New York, Pix 11 (TV), WCBS (radio)

Washington Nationals

Value: US$2 billion
Owner: Mark Lerner
Chief operating officer: Alan Gottlieb
Home venue: Nationals Park (41,313)
2022 average attendance: 25,017
Naming rights deal: N/A
Other major partners: Anheuser-Busch InBev, Coca-Cola, Delta Air Lines, Geico, Harris Teeter Supermarkets, PNC Financial Services
Local broadcaster: Mid-Atlantic Sports Network (TV), WJFK (radio)

NL West

Arizona Diamondbacks

Value: US$1.38 billion
Owner: Ken Kendrick
President and chief executive: Derrick Hall
Home venue: Chase Field (48,405)
2022 average attendance: 19,817
Naming rights deal: JP Morgan Chase (US$2.2 million a year, signed 1998, expires 2028)
Jersey patch sponsor: Avnet (signed 2023, multi-year deal)
Other major partners: Anheuser-Busch InBev, APS, Banner Health, Circle K, Cox Enterprises, Gila River Hotels & Casinos, Molson Coors, PepsiCo, State Farm, University of Phoenix
Local broadcaster: Bally Sports Arizona (TV), KMVP (radio)

Colorado Rockies

Value: US$1.475 billion
Owner: Richard Monfort
President and chief operating officer: Gregory Feasel
Home venue: Coors Field (50,144)
2022 average attendance: 32,467
Naming rights deal: Coors (extension signed 2017, expires 2047)
Other major partners: Arrow Electronics, Betfred, Coca-Cola, Comcast, DraftKings, Infiniti, King Soopers, Raytheon Technologies, Southwest Airlines, State Farm, Toyota
Local broadcaster: AT&T SportsNet Rocky Mountain (TV), KOA (radio)

Los Angeles Dodgers

Value: US$4.8 billion 
Owner: Guggenheim Baseball Management
President and chief executive: Stan Kasten
Home venue: Dodger Stadium (56,000)
2022 average attendance: 47,671
Naming rights deal: N/A
Other major partners: Anheuser-Busch InBev, Bank of America, Blue Shield of California, Coca-Cola, San Manuel Casino, Security Benefit, State Farm, UCLA Health
Local broadcaster: SportsNet LA (TV), KLAC (English radio), KTNQ (Spanish radio)

The San Diego Padres are among the teams impacted by DSG's bankruptcy

San Diego Padres

Value: US$1.75 billion 
Owner: Peter Seidler
Chief executive: Erik Greupner
Home venue: Petco Park (42,209)
2022 average attendance: 36,931
Naming rights deal: Petco (extension signed 2021, expires 2027)
Jersey patch sponsor: Motorola (US$10 million a year, signed 2022)
Other major partners: Anheuser-Busch InBev, Blue Cross Blue Shield of California, Circa, Jack in the Box, Qualcomm, Quidel, Sycuan Casino, Toyota, US Bancorp, Viasat
Local broadcaster: Bally Sports San Diego (TV), KWFN (radio)

San Francisco Giants

Value: US$3.7 billion
Owner: Greg Johnson
President and chief executive: Larry Baer
Home venue: Oracle Park (41,915)
2022 average attendance: 30,650
Naming rights deal: Oracle (US$200 million, signed 2019, expires 2039)
Other major partners: Alaska Air Group, Bank of America, Chevron, Coca-Cola, Dignity Health, Levi’s, Molson Coors, Nuveen Investments, StubHub, Toyota, Visa
Local broadcaster: NBC Sports Bay Area (TV), KNBR (radio)

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