Major League Baseball (MLB)
Pizza restaurant chain Papa John’s now has central deals with two of the four major US leagues after replacing rivals Domino’s in Major League Baseball. The brand also has a multi-year deal in place with the National Football League under an agreement that was renewed in 2013.
Car insurance brand Esurance is focused on increasing brand awareness through its exclusive auto partner deal with Major League Baseball.
The National Football League has long been the dominant sports organisation in North America and our research into the top five deals of the five major US leagues confirms its position at the top of the sponsorship tree.
Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.
Day two at the IEG Conference in Chicago began with an opening address from Less Ukman, founder and chief insights officer of IEG.