MGM agrees multi-year MLB Players partnership deal
International casino resort operator gains access to marketing rights and players with a view to signing individual brand ambassador agreements
MGM Resorts International has signed a multi-year agreement to become the official partner of MLB Players, Inc., the business arm of the Major League Baseball Players Association (MLBPA).
Under the terms of the agreement, MGM gains access to use MLB Players’ group rights across print and digital advertising, as well as sweepstake opportunities in the US, China and Japan.
In addition, MGM will become a participating partner in MLB Players’ players house hospitality space at each season’s All-Star Game, as well as becoming an “Official Offseason Destination” of MLB players through programs that provide benefits for staying at MGM Resorts properties.
“This new partnership strengthens our commitment to the sport of baseball in the US and around the globe,” MGM Resorts SVP of sports and sponsorships Lance Evans said.
“We welcome the opportunity to host MLB players at our world-class resorts and create unique player experiences for our valued MGM Rewards members,” he added.
MLB players will also be able to enter individual ambassador agreements to promote MGM Resorts through appearances, social media posts, autographed memorabilia, and advertisements.
The MLBPA acts as the collective bargaining representative for all professional MLB players from 30 teams and serves as the exclusive group licensing agent for commercial and licensing activities involving active MLB players.
MLB Players, Inc. managing director Evan Kaplan welcomed the partnership, highlighting MGM’s international footprint and track record.
“This agreement puts Major League Baseball Players in partnership with a company that is synonymous with best-in-class hotels and entertainment,” Kaplan said.
“MGM Resorts’ global presence will also help strengthen the allegiance between baseball’s international fan base and our players,” he added.