MLB Strikes Sage Sponsorship Deal

Major League Baseball (MLB) has announced a multi-year sponsorship deal with UK-based accounting, financial, HR and payroll technology company Sage.

The agreement will be the global business’ first North American sports partnership.

As part of the three-year agreement, Sage will sponsor a new broadcast feature named Pitching Decisions, as well as the manager interviews. It will also be supporting MLB’s Diverse Business Partners (DBP) programme, which supports minority-owned businesses across America.

The Sage brand will also appear across various media platforms covering games league-wide, including on Apple TV+, MLB Network and MLB.com, beginning with the 2023 regular season.

In addition, Sage members and partners across the US will gain access to MLB tickets and experiences.

Noah Garden, MLB Chief Revenue Officer, said, “On behalf of Major League Baseball, I’m proud to welcome Sage to the baseball family. Sage is an industry-leader that shares our passions for data, innovation and technology.

These are key pillars for both our organisations, and we look forward to helping Sage grow its brand awareness in North America through a most creative integrated marketing campaign on our leading network of media platforms.”

Cath Keers, Chief Marketing Officer at Sage added, “Everyday at Sage, we’re working hard to surface insights for our customers through brilliant products and services, delivered with a human touch.

“Just like business, MLB is all about tight competitive margins and we are excited to partner on pitching decisions and manager interview content that bring insights to fans, and to create unforgettable experiences for Sage customers and partners.”

Aziz Benmalek, President North America at Sage, commented, “At the heart of our company we are about knocking down barriers for small to medium-sized businesses. In the United States, we are already passionate supporters of several programs providing support and guidance to business owners and entrepreneurs from minority backgrounds.

“We are proud to partner with an organization that is just as passionate about driving change through insights.”

The landmark league sponsorship is a first in the US for Sage, following a recent sports partnership with The Hundred cricket competition in the UK.

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