New Agreement Increases Marketing Opportunity For Retired Baseball Players
The business branch of the Major League Baseball Players Association (MLBPA), MLBPI, has reached an exclusive, multi-year agreement with the business arm of the Major League Baseball Players Alumni Association, which will see an increase in former players’ marketing ability.
The new agreement will enable MLBPI to collectively market, promote and license the names, images and likenesses of approximately 6,000 former MLBers.
Major League Alumni Marketing (MLAM) will work with MLBPI to market former MLB players with a focus on developing digital gaming, apparel and hardware opportunities.
The financial details of the deal were not disclosed.
MLBPI Managing Dir Evan Kaplan said in an interview: “From a licensing standpoint, it’s replicating what we already do for the current members of the association for retired players.”
“We will put a notification out to all of our licensees, saying that we are now handling these rights in addition to the existing rights with our current players,” Kaplan said.
Kaplan also commented that T-shirts commemorating historic plays, framed memorabilia and video games featuring former players are examples of the array of deals that are envisioned.
Kaplan continued: “One of our objectives is to support players, current, former and future.”
“Apparel and video games are the main ones they have been able to monetize, but we expect to increase it significantly. … It’s a nice opportunity.
“I am very excited to see where it could go,” said Kaplan.
MLAM represented athletes include Baseball HOFers Jeff Bagwell, Andre Dawson, Goose Gossage, Edgar Martinez and Brooks Robinson.