MGM Resorts and MLB Players agree multi-year marketing partnership

MGM Resorts International has secured branding and marketing rights for Major League Baseball (MLB) players.

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In a new, multi-year deal, the company has been named an “Official Partner” of MLB Players Inc, giving MGM Resorts the right to use athletes’ branding 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, likenesses, signatures, playing records and biographical data of all active MLB players.

Under the terms of their agreement, MGM Resorts can leverage these rights across a range of print and digital promotions, advertisements and sweepstakes in China, Japan and the US.

Xavier D. James, Chief Operating Officer of the MLBPA, 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 initiatives. We look forward to growing this valuable and strategic relationship in the years ahead.”

In return, MLB Players will receive so-called “hospitality benefits.” To this end, MGM Resorts has been named a participating partner of the organisation’s Players House hospitality space at each season’s All-Star Game.

The company will also become an “Official Offseason Destination” of MLB Players through programmes that offer benefits for staying at MGM Resorts properties.

“This new partnership strengthens our commitment to the sport of baseball in the US and around the globe,” said Lance Evans, Senior Vice President of Sports & Sponsorships at MGM Resorts.

“We welcome the opportunity to host MLB Players at our world-class resorts and create unique player experiences for our valued MGM Rewards members.”

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