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NEWSWEEK
Baseball has always been more than a game. It's a ritual, a summer soundtrack. For millions of Americans, it’s a lifelong connection that stretches from childhood memories to family traditions. And for brands, that kind of loyalty is hard to find anywhere else.
While sports sponsorships have become commonplace, baseball remains uniquely valuable. A 162-game season offers months of opportunities for companies to engage fans not only through advertising, but through experiences that become part of the game itself. Being a sport created in the 19th century, baseball’s leisurely pace ensures that no venue offers marketers a better stage than a baseball stadium. Fans spend hours at the ballpark, creating opportunities for brands to interact in ways that television commercials simply cannot.
Newsweek's recent ranking of the Most Loved Brands by Baseball Fans puts the spotlight on that baseball enthusiast-brand relationship. "No other major sport provides brands with as many opportunities to build familiarity and affection as baseball," Karim Lahlou, vice president of research at Plant-A Insights, told Newsweek. "The game's long season and immersive ballpark environment allow companies to engage consumers in authentic ways that extend far beyond traditional advertising. This ranking highlights the brands that have turned those moments into lasting relationships with baseball fans."
One of the brands benefitting from the fan-sport link is Nike. Since becoming Major League Baseball's official on-field uniform provider, the company has expanded its visibility from players' footwear to every jersey worn across the league. The company understands that today's baseball stars are cultural influencers as much as elite athletes. Signature cleats, custom glove collaborations, limited-edition apparel drops, and social media campaigns have helped position baseball as a sport where personal style matters. “The trick is to get athletes who not only can win but can stir up emotion,” Nike founder Phil Knight told the Harvard Business Review.
The most successful companies understand that baseball fans remember the ones that make game day even better. T-Mobile, for example, gives its customers a free MLB.TV subscription annually, which would otherwise cost $149.99. T-Mobile users also receive Fast Track entry at select ballparks, discounted seats, exclusive MLB events and exclusive gear. “T‑Mobile customers love baseball — they streamed a record high of 52 million hours of MLB.TV last season," noted Mike Katz, President of Marketing, Strategy and Products, T‑Mobile in a press statement in 2024. The perks have continued in 2026.
Equally important is the audience, where grandparents, parents, and children regularly attend games together. The game’s multi-generational appeal isn’t lost on Pepsi, which signed on as MLB’s league-wide soda sponsor after a six-year drought without one.
This year, Pepsi is pitching its Mountain Dew Baja Blast to younger baseball fans. “We love to talk about perception/reality when it comes to baseball, and the fact they are using MLB to reach Gen Z and Hispanics should tell you everything about our fans,” MLB Chief Marketing Officer and Senior Vice President Uzma Rawn Dowler told the Sports Business Journal.
Companies like Toyota already know that baseball fans are a worthwhile marketing investment. “As a former player and lifelong baseball fan, I’ve always appreciated the way the game brings people together across generations and communities,” Michael Tripp, group vice president of Toyota Marketing told Newsweek. “For Toyota, live sports continue to be one of the most powerful places to reach engaged audiences in real time.”
For marketers, the lesson is straightforward. Baseball fans value tradition, but they also appreciate innovation that enhances their experience. Brands that respect the game's history while delivering genuine benefits are far more likely to earn lasting loyalty.