How MLB is trying to make it easier to market its players

In a move meant to streamline dealmaking and better showcase its players, Major League Baseball has taken over group player rights negotiations from MLB Players Inc., the business arm of the player’s union. The change, which MLB is expected to announce today, will result in greater visibility in advertising for active baseball players and provide a “one-stop shop” for brands doing business with baseball, according to Noah Garden, chief revenue officer of MLB. Baseball has long sought to enhance the marketability of its players as a means to connect with new fans and convert casual fans into avid ones. Players are “the best asset we have,” Garden said. Ad Age Breakout Brand Leaders New award honors the people behind emerging brands Enter here Previously, advertisers with MLB would do one deal with the league for the rights to use uniforms and logos and would require a separate negotiation with the Players Association for the rights to show three or more active players. Some companies found that arrangement cumbersome and would opt to utilize retired players instead. The Players Association said the disjointed process also compromised its negotiating leverage, resulting in fewer deals. “From a negotiating standpoint I was limited … I wasn’t able to maximize the value of the player rights,” Evan Kaplan, managing director of MLB Players Inc., said in an interview. “Too often, potential partners are calling me up saying ‘We’ve just brokered a deal with MLB, we want to use players.’ They lay out what they want to do, and they don’t have the budget for it.” Baseball players make less off their field as compared to their counterparts in other sports. Under the new agreement, official MLB partner Dairy Queen negotiated group player rights for ads that feature the Dodgers’ Freddie Freeman, Kris Bryant of the Rockies, Ozzie Albies of the Braves and the Twins’ Byron Buxton Group player rights include game footage and highlights, or appearances by more than two players. Rights to one or two players are negotiated separately with the players and their agents. 'An investment in the sport' Garden likened the new agreement to the efficiencies that came with MLB’s absorption of digital rights from MLB.com a decade ago. Taking group player rights in-house similarly will save a step for advertisers, and gives the league a more substantial package to sell. “It just doesn’t make any sense anymore to be separated by different conversations at different times,” Garden said. “Obviously, making things easier for our partners is paramount. But I think even more importantly, we really want to make sure that we’re showcasing our players with all our partners and having the ability to do that on the front end will ensure that we can accomplish that. … I’ll be surprised if you see any deals come out of our office that don’t have player components now.” Kaplan said the deal amounts to “an investment in the sport,” that will make deals easier and earn more for the players. “I think MLB will be able to sell more, and will be able to charge more, and be able to offer a better package,” he said. “And through our fees with MLB, we are guaranteed to receive more money and our players are guaranteed to receive more money.”

How MLB is trying to make it easier to market its players

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