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How MLB teams and their brand partnerships
fared on social during the 2018 season

Shrujitha Ramanujam

The Major League Baseball teams went all out this season to engage their fans with their social media presence. Teams also partnered with sponsors to publish branded content on social in an effort to bolster their bottom lines and make social media a revenue-generating channel.

Engaging your audience with the player news and match results is one thing, making money from your audience is quite a different ball game, if you pardon the pun.

To find out which MLB teams could engage their audience and generate revenue from branded content, we used Unmetric Sports to analyze the stats around the top-performing social posts on Facebook, Twitter, and Instagram. The findings are presented in the infographic below.

Key findings

  • This season, the industry that had the most partnerships with MLB teams was Banking and Finance, closely followed by the Food and Beverage industry.
  • Of all the teams, Houston Astros partnered with the most number of brands (44) to publish branded content. Despite the number of partnerships, they posted a meager 30 posts when compared to Miami Marlins, who partnered with 4 brands but posted 174 posts.
  • Mophie was the brand of choice to be partnered with, with over 80% of the teams being sponsored by them for branded content on Facebook.
  • Over 200K tweets were published, amounting to 75% of the overall tweets during the season. Despite this, 68% of the interactions came from Instagram.

See how the MLB teams played it out on social during the 2018 season and which brands they partnered with in the infographic below.

For more such data-driven insights to inspire your marketing minds, signup to Unmetric Sports, a sports-focused social media analytics platform to boost fan engagement and sponsorship revenue.