• Loading stock data...
Thursday, March 28, 2024
2024 Best Venues nominations are open now through April 8! Submit Now

Little League Sponsors Evolve To Seasonality Approach

Little League sponsors
Photo Credit: Evan Habeeb-USA TODAY Sports
Photo Credit: Evan Habeeb-USA TODAY Sports

At the core of Little League International’s sponsorship program is deepening the relationship between the partners and the local leagues across the country and globe.

The past 18 to 24 months have seen an expansion of sponsorship programming from existing partners, Little League CMO Liz DiLullo Brown said. From long-term partners like Honda to a new “Unity Band” initiative from adidas, Little League sponsors are deepening participation. 

“The involvement and interest has grown and changed in a positive way,” said Brown, who has been with the organization for 10 years. “The evolution has allowed the growth to happen around our events and now they’re looking at it in a 360-degree way and embracing the full seasonality of the sport.” 

While Brown said there’s always been programming throughout the regular season, the recent surge in activations across the season comes from a desire to further connect with the target audience from the minute they step on the field at the beginning of their respective seasons to the final two-week tournament.

Perhaps the most visible season-long partnership is the organization’s partnership with T-Mobile – a result of Little League’s joint sponsorship agreement with MLB – and its Little League Home Run Derby, which held local and regional tournaments this season. The top eight baseball and softball sluggers meet this weekend in Williamsport, which will air August 18. 

“That’s a big positive for parents, players and volunteers,” Brown said. “[All the sponsors] are unique in their own ways, unique goals and strategies, but there’s an underlying message of sports matter and supporting local leagues.”

Brown said sponsorship revenues have stayed relatively steady the past five years, but the partners are simply looking at their activation budgets with a new eye. Beyond sponsorship revenue, Brown likes to stress the propensity for the partners to buy into the local communities and give back. 

Honda has been among Little League sponsors for 23 years, provided nearly $1.5 million in grants to more than 250 local leagues. Meanwhile, on the ground in Williamsport, Honda provides approximately 4,000 shuttle rides. Another long-term sponsor, Dick’s Sporting Goods, announced a five-year, $500,000 commitment to local districts and leagues across the U.S. 

Brown said much of the sponsorship money is channeled back into communities in education and resources, so beyond the extra grant funds from sponsors, Little League also encourages a more on-the-ground activation approach. That could mean connecting associates from a local T-Mobile store with a league and encouraging volunteering or a Chick-fil-a franchise operator hosting a fundraising night.

“There’s a creative process with each partner to help them understand how it operates so they can become a part of the fabric of success,” Brown said. 

She also said long-term stability with partners is of utmost importance to help build brand awareness and those relationships with local leagues and allows Little League to have more stability.

The stability has also led to those partners getting more visibility and exposure on ESPN during the Little League World Series broadcast. The growing broadcast exposure has also led partners to realize there’s more opportunity to the international aspect of Little League, an aspect which helped attract adidas. 

The apparel company came together to unveil uniforms for this year’s Little League World Series tournaments, beginning with the Senior League Baseball World Series in July. The new uniforms include a “unity band” on the inside of the jersey neck with each region’s color bar fused together. Each team is outfitted with adidas cleats, training apparel and accessories, as well as supplies for coaches. 

“When these boys and girls from around the world get together and share a common goal, there is a unique bonding experience that happens and we wanted to put a spotlight on that unity through the design of these uniforms,” said Todd Rolak, adidas senior design director for U.S. Sports. “The Little League World Series tournaments are a tremendous journey for young athletes, and we find the ability to have an impact on these moments and these memories incredibly rewarding at adidas.”

READ MORE: T-Mobile Goes Local With Little League Home Run Derby

Similarly, Easton Baseball/Softball has an exclusive deal as team equipment supplier, providing all Little League World Series teams with donation kits including helmets, gloves, batters’ gloves, catchers gear and backpacks. 

The number of Little League sponsors should continue to grow in the future, thanks to the joint sponsorship agreement with MLB announced earlier this year. In the agreement, MLB oversees non-endemic partnerships, so brands can leverage both MLB and Little League. The relationship between T-Mobile and the creation of the Little League Home Run Derby came as a direct result. 

“What if we could do some of these together to avoid the conflict and strengthen both efforts?” Little League President and CEO Steve Keener told FOS in March. “It’s to bring together business partners so we can have an impact on the sport from a grassroots level to the Major Leagues.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

It Remains Unclear Which Authorities Shohei Ohtani Has Reported Theft of Millions to, If Any

A federal investigation is ongoing, but it’s not clear what it covers.
March 22, 2024, Brooklyn, NY, USA; Northwestern Wildcats guard Brooks Barnhizer (13) and Northwestern Wildcats guard Boo Buie (0) react in overtime against the Florida Atlantic Owls in the first round of the 2024 NCAA Tournament at the Barclays Center.

‘An Expensive Game’: March Madness and NIL Collectives Are Intertwined

At schools nationwide, collectives are fueling NCAA tournament runs and vice versa.
Iowa’s Caitlin Clark (22) waits to be announced in the starting lineup against West Virginia in a NCAA Tournament round of 32 game Monday, March 25, 2024 at Carver-Hawkeye Arena in Iowa City, Iowa.

The Women’s Trading Card Market Is Overlooked. Can Caitlin Clark Change That?

Traditionally, women’s sports cards have been a marginal part of collectibles.
podcast thumbnail mobile
Front Office Sports Today

MLB Opens Season With MLBPA, Ohtani, and Ownership Dramas

0:00
0:00

Featured Today

The Sports Illustrated cover signed by Derek Jeter and Alex Rodriguez, February 27, 2019, at Don & Charlie's, 7501 E. Camelback Road, Scottsdale. Don Charlie S

Everything You Need to Know About the Ongoing ‘Sports Illustrated’ Saga

Understanding the strange state of affairs for the nearly 70-year-old publication.
March 23, 2024

The Good, the Bad, and the Ugly: Inside the Big East’s Bizarre Online Subculture

Peeling back the curtain on the ‘phenomenally weird’ Big East online ecosystem.
Mar 21, 2024; Brooklyn, NY, USA; Stetson Hatters guard Stephan Swenson (30) reacts during team practice at Barclays Center.
March 22, 2024

First-Time NCAA Men’s Tourney Bids Could Be on the Verge of Extinction

Power and success are consolidating around the richest teams in college sports.
March 17, 2024

‘Everybody Was Under Suspicion’: The Day Selection Sunday Was Scooped

In 2016, the ‘Selection Show’ backfired when the bracket was leaked anonymously.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Adidas
Multiple - USA Careers
Spotify
Multiple - USA Careers

WWE Borrows From UFC, Puts On-Mat Advertising in the Ring

The wrestling outfit is learning from its MMA counterpart’s playbook under the TKO Group.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV’s celebrity marketing campaign.
Drew Brees smiling while wearing hat
December 2, 2022

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
Sponsored

How Daily Fantasy Sports Solved NBA Fantasy

The remarkable growth of the #1 Discord sports server in the world.
al michaels and kirk hergstreit
September 15, 2022

Amazon’s Advertising Blitz Ahead Of First ‘Thursday Night Football’

‘Thursday Night Football’ has launched massive marketing takeover ahead of Chiefs-Chargers.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.
June 13, 2022

NBA’s Latest Floating Court Hits London’s River Thames

Hennessy continued their global initiative with the NBA by creating a floating court in the River Thames.