Competitive Edge - Sports & Entertainment Marketing News

MLB revitalized sponsorships and the sport — here’s what the numbers say


MLB’s restructuring earlier this year was ushered in with significant fanfare. New rules have led to shorter, more dynamic gameplay and a major campaign launched in March signaled a new age for baseball.

Click here to read the story at

Discussion Questions:

  1. What is a sports product?
  2. Is MLB a sports product? Why or why not?
  3. What did MLB do to help improve the product?
  4. How has that impacted its business?
  5. What is sponsorship?
  6. Why do businesses and brands invest in sponsorship?
  7. How do you think businesses and brands determine which sports and entertainment properties to sponsor?
  8. What type of business might be interested in a MLB sponsorship?
  9. According to this story, how many new sponsors did MLB secure this season?
  10. What does that tell you about how businesses and brands view the MLB product?
  11. What is a sponsorship category?
  12. Which category is the top sponsor for MLB?
  13. Which category saw the biggest gain when compared to last year?
  14. Why do you think businesses and brands in that category are interested in MLB sponsorship?
  15. What is consumer behavior?
  16. How have changes in consumer tastes changed MLB advertising, based on what you learned in this news story?
  17. What is fan experience?
  18. Based on what you learned in this news story, how might sponsorship impact the fan experience?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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