Tuesday September 26, 2023
The Best Employers in Sports Survey is Now Open!

Yankees Strike Record Jersey Patch Deal With Relative Unknown

  • Team sets new MLB mark in deal with relatively unknown commercial insurer.
  • Glut of jersey patch inventory remains available across U.S. pro sports.
New York Yankees
Front Office Sports Today

How Jamie Erdahl Made Good Morning Football Her Own

Jamie Erdahl joins to discuss her career and the growth of “Good Morning Football.”
Listen Now
September 25, 2023 | Podcast
Copy Link
Link Copied
Link Copied

A relatively unknown commercial insurance company landed a spot on arguably the most iconic uniform in sports in a record deal that raises new questions about the jersey patch market.

On Wednesday, the New York Yankees unveiled an expanded deal with Starr Insurance, a team sponsor since 2018. Starting July 21, the New York-based company will become the team’s first jersey patch partner through 2031.

Industry sources pegged the deal’s annual value at around $25 million, which easily surpasses other MLB jersey patch deals, which generally range from $5 million to $17 million per year.

A year ago, the Yankees appointed Legends — the global hospitality and sales entity it co-owns with majority partner Sixth Street Partners and the Dallas Cowboys — to sell the jersey patch. Instead of landing an expected deal with a premium brand, the Yankees chose Starr, a global insurance and investment entity operating on six continents — but hardly a household name.

Swing And A Miss?

Yankees managing general partner Hal Steinbrenner called Starr “the right company” for this deal, but early social media reaction among fans is negative — unsurprising given their deep emotional attachment to the team’s legendary pinstripes.

A glut of jersey patch inventory remains available. While the NBA — the first of the four major U.S. pro leagues to embrace jersey patches — has 26 team deals, only 12 MLB teams and 13 in the NHL have patches. 

Many teams have been unable to meet financial or brand targets amid broader concerns about the U.S. economy.

Copy Link
Link Copied
Link Copied

What to Read

NFL's Next International Goal: Games in Spain, Brazil

A league executive says the games could take place in 2024.

LIV, PGA Tour Schedules Likely Clashing Despite Merger

In 2024, LIV is reported to go head-to-head with the PGA Tour.

Hollywood Writers' Deal Would Boost Sports Networks and Agencies

Several major sports media entities, talent agencies exposed to strike's effects

Diamondbacks Push For Public Help To Upgrade Chase Field

MLB club seeks public-private deal to improve aging ballpark
podcast thumbnail mobile
Front Office Sports Today

How Jamie Erdahl Made Good Morning Football Her Own


Featured Today


Oakland-MLB Relationship Devolves Into Next-Level Toxicity

Commissioner, mayor have very different accounts of July meeting
Jacksonville Jaguars Team President Mark Lamping addressed community members at Strings Sports Brewery on Main Street for the first of 14 planned town hall sessions to present the team's plans for the new "stadium of the future" complex and address the public concerns.
September 25, 2023

Jacksonville Jaguars President Walks Back Stadium ‘Threat’

"Viewing those comments as a threat to leave Jacksonville isn't correct."
Chatri Sityodtong
September 25, 2023

ONE Championship's Quest To Challenge Rival UFC Through U.S. Expansion

Leveraging its Amazon deal, ONE Championship seeks to expand in U.S.
September 24, 2023

Savannah Bananas Break All The Rules To Hit The Mainstream

Team concludes 2023 tour with even-bigger plans for next year


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations

Commanders Still Face Legal Fight Over Former Name

More than three years after shedding their former nickname, the Washington Commanders are still facing legal hurdles in connection with it. 
September 24, 2023

Colorado Blowout Loss Slows Down Coach Prime Frenzy

Blowout loss to Oregon drops Buffaloes out of the Top 25
September 24, 2023

New Senators Owner Andlauer Stresses Caution In Arena Pursuit

New team owner to sell separate minority stake in Montreal Canadiens.
September 21, 2023

Andlauer Completes Record $950M Senators Acquisition

Long-awaited pact follows three months of due diligence, league review
A view of the Spurs club badge on the exterior of Tottenham Hotspur Stadium in London.
September 21, 2023

Tottenham, Valued At $2.8B, Says It's Open To Stake Sale

The club's chairman says new minority investors could come on board.
September 21, 2023

England Women’s Team Resolves Pay Dispute After WWC Success

Agreement arrives a month after the end of the 2023 Women's World Cup
September 20, 2023

Royals Miss Self-Imposed Deadline To Select Stadium Site

Ongoing discussions with Jackson, Clay Counties prompt timetable shift
September 20, 2023

Chelsea Gets $500M For Stadium Projects, Club Acquisitions

The Premier League club is receiving crucial new investment.