Two Circles will sell the Phillies jersey patch

Politics and sport have intertwined more frequently than ever in recent years, especially when it comes to gender and equity issues. I’ll be fascinated to see if one of the most divisive national debates – those around gun control and abortion – sticks to sports as a platform. We have already witnessed this in the days following the heinous murders in Uvalde, Texas.

“Great marketers all listen first…and any big deal is never done over the phone; it has to be done in person.” –Donald Dell

As the market for MLB promotional patches continues to percolate, here’s another intriguing sell mission: Two Circles triumphed in an agency shootout to sell the Phillies 4×4-inch sleeve patch that all players will wear starting this season. next.

Phillies VP/Partnership Sales and Corporate Marketing Jackie Cuddeback said the review included eight agencies and took about two and a half months. “Two Circles stood out,” she said. “They have a very data-driven approach, which will be key, as well as great success in Europe, impressive creativity and attention to detail.”

As the first US sales mission, this is a significant win for Two Circles, a UK-based agency whose legacy includes selling massive kit sponsorships for Chelsea, AC Milan and the All Blacks rugby team in New Zealand. This has led to over $900 million in jersey sponsorship sales over the past seven years.

“There has been considerable interest in all these [patch deals] because of the amount of static camera exposure that MLB offers for the first time,” said Jason Miller, who runs properties for Excel Sports Management, the agency responsible for selling the Angels patch. “But with just one deal there, no one can say the market value has been fixed yet.”

The sale of an MLB patch is Two Circles’ initial US involvement as the agency seeks to restore its reputation in the United States under former Harris Blitzer Sports & Entertainment CCO Adam Davis, who signed as Managing Director for North America in October. Davis designed the 76ers’ Crypto.com jersey patch deal last year, so his local expertise helped, though Cuddeback noted the deal wasn’t necessarily targeted for a local brand.

The amount of uniform advertising inventory available in North American professional sports is unprecedented. Only the Padres have announced a patch deal (with Motorola) so far, but early interest and asking prices for MLB ad patches have been buoyant – in most cases exceeding the rights agreement. approximate name of a team.

Even so, “there are so many choices, it’s important to have a real differentiator,” Davis said. “NBA’s Greatest Hit [patch] programs have been where it’s a premium media market and the team has a real star. Bryce Harper is one of those and since so many fans follow both players and teams, it’s meaningful for the younger demographic that so many brands want.

Two Circles won agency shootout to sell Phillies jersey crest for next season

As travel rebounds from its pandemic malaise, Amtrak has revived its sports marketing efforts after a five-year hiatus with team sponsorships across the East aimed at leisure travelers.

Included in the campaign, which is led by Source Communications, the Hackensack, N.J.-based sports marketing agency, includes team deals with the Mets, Nationals, Orioles, Phillies, Red Sox, the Yankees, as well as an umbrella MLB.com deal that put Amtrak digital ads on those teams’ online schedule pages. At the venue, there is a mix of permanent, LED and behind home plate signage, as well as digital advertisements on the mounds.

Experiential marketing and train wraps are being considered for next season,” said Larry Rothstein, president of Source Communications. “Everyday visibility is crucial to the Amtrak brand and baseball really delivers that,” he said.

Amtrak’s new MLB assets include on-site signage at ballparks like Yankee Stadium

Harman Exec VP and CMO Ralph Santana is leaving the audio electronics brand to join RTIC Outdoors, a Yeti competitor with similar products, widely sold through direct-to-consumer distribution.

Santana, formerly head of sports marketing at Pepsi and CMO at Samsung, worked at Harman for more than nine years.


  • While MLB fans are back in the stands and 2022 looks like the normal first season by most trade metrics since 2019, it’s still a bit of an outlier when it comes to Jay Deutsch. “It was definitely not a normal planning year for ’22,” the co-founder of Bensussen Deutsch & Associates told SBJ’s Erik Bacharach. “I still think the full baseball roster for 2019, pre-COVID, will be ’23.”
  • The Major League Soccer Players Association’s decision to recoup all of its licensing rights paid off quickly, as the union saw its assets more than double to more than $19 million in its last fiscal year, my colleague notes. Liz Mullen.

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