Sponsorship spending on Major League Baseball and the league’s 30 teams totaled $892 million in the 2017 season, a 7.9 percent increase from the previous year, according to ESP research.

The increase easily beats the projected 4.1 percent increase in 2017 North American sponsorship spending and 4.3 percent increase in overall sports spending.

The increase in spending is driven in part by new sponsorship inventory, including league championship series and other post-season assets. Partners include Camping World (ALCS and NLCS), Doosan (ALDS), T-Mobile (NLDS), W.B. Mason (presenting sponsor of replay review) and YouTube TV (World Series).

Other new league partners include The Coca-Cola Co., Nathan’s Famous, Old Dominion Freight Line and 5-Hour Energy.

Retail is by far the most active category sponsoring Major League Baseball. Retailers are 5.1 times more likely to sponsor MLB than the average of all sponsors. Automobile manufacturers and quick-service restaurants tie as the second most active categories while insurance and food tie for third.

New Era is the most active brand sponsoring MLB. Ninety-four percent of properties with a sponsor in the sports apparel category report a partnership with the company.

StubHub (84 percent); Bud light/Budweiser and Majestic Athletic (71 percent); and State Farm (68 percent) round out the top five most active brands.

MLB Sponsorship Spending (League And Teams)
MLB Sponsorship Spending

Top Spenders By Category
MLB Top Spenders By Category

MLB Most Active Categories (Deals)
MLB Most Active Categories
Retailers are 5.1 times more likely to sponsor Major League Baseball than the average of all sponsors.

MLB Most Active Brands (Deals)
MLB Most Active Brands
Ninety-four percent of properties with a sponsor in the apparel category report a partnership with New Era.