Back in April 2022, the Los Angeles Dodgers hired SPORTFIVE to help secure partnerships for the team, with a focus on finding a field presenting sponsor at Dodger Stadium and jersey patch sponsor.
The plan was for the company to utilize their extensive market intelligence, reach and global sales network to identify and secure ideal partners for the Dodgers, whether domestically or internationally.
The team was not selling the naming the rights to Dodger Stadium, but rather offering an opportunity for branding on the most prominent position of the ballpark and other signage.
As the Dodgers continue their search for a sponsor, they reportedly have partnered with Excel Sports Management in an effort to sell their jersey patch, per Terry Lefton of Sports Business Journal:
Multiple industry sources tell me that Excel Sports Management has signed an exclusive representation agreement to sell the Dodgers’ ad patch, expected to be one of the most lucrative in MLB.
Excel recently worked out a patch deal for the Angels to Foundation Building Materials. The marketing agency also sold a patch for the Red Sox to MassMutal worth a reported $170 million over 10 years.
Each MLB team is permitted to reach sponsorship deals for jersey patches this season. Those agreements must remain in place for at least one year at a time, and only a single design is allowed.
The permitted size is 4-by-4 inches, with the patch to be placed on the left or right sleeve of the jersey. MLB and the Players Association (MLBPA) must both approve all jersey patches.
Fans will have the option to purchase jerseys with or without the sponsorship patches. Team stores will sell authentic jerseys with patches at stadium stores, while replica jerseys found at various retailers will not have the sponsorship representation.
Will the Dodgers change Dodger Stadium name?
While it is still believed the Dodgers aren’t exploring a change to the Dodger Stadium name, the club could ultimately add a sponsor to the end of it.
It’s also plausible the team will sell rights for branding on the field, similar to USC striking a deal to have United Airlines Field at the Los Angeles Memorial Coliseum.
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