• Loading stock data...
Saturday, July 19, 2025

Major League Baseball Increases Sponsorship Support for Little League

mlb-little-league

Photo Credit: Evan Habeeb-USA TODAY Sports

Major League Baseball and Little League International are set to grow their partnership via a joint agreement to collaboratively oversee the sponsorship programs of Little League Baseball. The deal is expected to greatly increase and expand the programs Little League can provide youth baseball and softball players.

“We’ve had a really good relationship with MLB for many years, but it’s really evolved and enhanced the last three or four years since Rob Manfred became the commissioner,” said Little League President and CEO Steve Keener. “One of his major objectives is to increase the platforms for youth engagements and trying to get more kids playing and interested in playing.”

READ MORE: Meet Little League’s First Female Senior Executive

MLB began to ramp up its partnership with youth baseball organization in 2017 with ventures like the MLB Little League Classic, Play Ball and Little League Days at big league ballparks throughout the country. Their collective success paved the way for MLB representatives to approach Little League on this latest deal, which provides programming opportunities for sponsors to the 2.4 million players across the U.S. and more than 80 other nations.

“Little League International has been an enormously valuable partner in helping to grow baseball and softball participation and making deeper connections between the Little Leagues and the big leagues,” said Noah Garden, MLB executive vice president of business and sales. “This expansion of our partnership will provide important corporate and strategic partners with the opportunity to engage with the sport at all levels in an easy, one-stop fashion.

“Developing cohesive joint programs through the increased support of partners will provide young baseball and softball players with more ways to enjoy the sport they love to play and watch.”

A subtler benefit comes through streamlined communication. Previously, both MLB and Little League would negotiate their own sponsor in the same area, a protocol that often inhibited direct cooperation. Starting with this agreement, however,  MLB will oversee the non-endemic partnerships while Little League will manage the baseball- and softball-specific agreements. Brands can now create and leverage partnerships with both MLB and Little League, which Keener believes should help provide direct support with grants and training as well as educational and affordability resources to communities across the globe.

“What if we could do some of these together to avoid the conflict and strengthen both efforts?” Keener said of their joint thought process. “It’s to bring together business partners so we can have an impact on the sport from a grassroots level to the Major Leagues.”

[mc4wp_form id=”8260″]

The first sponsorship under the joint agreement is already in place by way of T-Mobile’s four-year extension with MLB. The communications company will also help the organization’s bottom line, Keener said, by supporting, promoting and enhancing the 7,500 local Little League affiliates.

It’s one part of why Little League is bullish on its growth prospects as it gears up for the 75th anniversary of the Little League World Series in Williamsport, Pennsylvania, in 2021. Another is a significant boost to its international participation by way of an agreement with the Cuban Baseball Federation, which will integrate approximately 170 Cuban youth programs into the Little League system for the first time in its history and allow the Cuban teams to participate in the international tournament — and, potentially, make a run to Williamsport in August.

READ MORE: Little League Coverage Set to Reach Historic Milestone on ESPN

Overall, Keener expects the MLB sponsorship to further enhance Little League’s wherewithal to make deals domestically and abroad.

“We’re incredibly excited the league values us enough to continue their support at such a high level,” he said. “We will do our part to make it work for everyone, and we’re excited for the opportunities it presents for families and kids across the globe.

“There are so many possibilities to come.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Ryan Field Construction
exclusive

First Look Inside Northwestern’s $862 Million New Ryan Field

Five big things FOS learned on our exclusive stadium tour.
Jul 13, 2025; Atlanta, GA, USA; MLB Commissioner Rob Manfred announces the pick for the Athletics pick during the MLB Draft at The Coca-Cola Roxy.

Manfred Says MLB Had Wrong Approach to Creators Like Jomboy

“You gotta go where people are going,” the commissioner said.
Jun 9, 2025; Cleveland, Ohio, USA; Cleveland Guardians starting pitcher Luis Ortiz (45) reacts after giving up a home run during the fourth inning against the Cincinnati Reds at Progressive Field.

MLB Pitcher’s Paid Leave Extended Through August As Betting Probe Continues

Leagues have been dealing with a host of sports betting issues.

MLB’s Largest Payrolls Could Swell Further at Trade Deadline

As the MLB trade deadline nears, anxiety grows around the sport.

Featured Today

Jul 21, 2024; Ayrshire, SCT; Xander Schauffele celebrates with Claret Jug after winning the Open Championship golf tournament at Royal Troon.

The Boozy History and Traditions of The Open’s Claret Jug

The Open awards the world’s most famous wine decanter.
2025 PDC World Darts Championship Final - Luke Littler vs Michael Van Gerwen
July 16, 2025

A Teen Darts Prodigy Is Becoming Bigger Than the Game Itself

Luke ‘The Nuke’ Littler is cashing in on his devastatingly accurate shot.
May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive
July 13, 2025

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.