MGM Resorts International has secured branding and marketing rights for US Major League Baseball (MLB) players.
In a new multi-year agreement, the company was named an “Official Partner” of MLB Players Inc, giving MGM Resorts the right to use the athletes’ brand as well as group marketing privileges.
MLB Players Inc is the for-profit corporate subsidiary of the MLB Players Association (MLBPA), which holds the exclusive right to use, license and sub-license the names, numbers, nicknames, signatures, game records and biographical data of all active MLB players.
Under the terms of its agreement, MGM can leverage these rights through a series of print and digital promotions, advertisements and sweepstakes in China, Japan and the US.
Xavier D. James, MLBPA’s Chief Operating Officer, commented, “As a leader in the gaming and hospitality industry, MGM Resorts is an ideal business partner for us.”
“This collaboration reinforces the importance of leveraging players to facilitate marketing efforts. We look forward to growing this valuable and strategic relationship in the years to come,” added Xavier.
In return, MLB players will receive so-called “hospitality benefits”. To that end, MGM has been named a participating partner of the organization’s Players House hospitality space at each season’s All-Star game.
The company will also become an “Official Seasonal Destination” for MLB players through programs that offer benefits for staying at MGM Resorts properties.
MGM Resorts Executive Celebrates New Partnership
“This new partnership reinforces our commitment to the sport of baseball in the US and around the world,” said Lance Evans, Senior Vice President of Sports and Sponsorship at MGM Resorts.
“We welcome the opportunity to welcome MLB players to our world-class resorts and create unique player experiences for our valued MGM Rewards members,” added Evans.
