MLB x Topps: 2024's Top Partnership?

👋 Welcome back to Sponcon Sports, a weekly newsletter dedicated to sponsored content strategy in the sports industry!

In last month’s NHL Scouting Report, we learned the Washington Capitals named Venture Global LNG—a Virginia-based natural gas provider—as the presenting sponsor of Alex Ovechkin’s chase for the all-time NHL goal-scoring record.

After a scorching start with 15 goals in 18 games, a broken leg has temporarily put Ovi’s pursuit on ice, leaving him 26 goals shy of Wayne Gretzky’s record. Still, we’re starting to see how this campaign is shaping up.

Dubbed The GR8 Chase presented by Venture Global—a nod to Ovechkin’s jersey number—the campaign has already made an impact.

The branding has appeared on goal graphics (shared with highlights on Instagram) for each goal the future Hall of Famer has scored this season. It’s also featured in a November 8 hype video celebrating Ovi’s strong start—again tying back to his iconic #8.

According to Sports Business Journal, Venture Global’s branding extends further. It appears on an in-bowl Ovechkin goal tracker at Capitals home games, exclusive in-arena signage following Ovechkin goals at Capital One Arena, and even on Monumental Sports Network.

This combination of assets highlights the power of 360 campaigns. By weaving Venture Global into the storytelling experience at Capital One Arena, the partnership elevates the fan experience to new heights during home games.

The digital elements take it even further.

Whether Ovi is scoring on the road (like his hat trick in Vegas) or engaging fans online globally, the campaign ensures Venture Global remains a key part of the narrative. It expands the reach well beyond the 18.6K fans in the arena to the Capitals’ global audience, no matter where the team is playing.

As discussed in last week’s newsletter, scaling a campaign across multiple platforms and departments is key to maximizing impact—and The GR8 Chase is a perfect example.

We'll continue to monitor this campaign when Ovechkin returns from injury, especially if he breaks Gretsky's record.

In Today’s Edition:

• MLB’s Chart-Topp[s]ing Partnership 🔝

• Scotland Rugby’s Heartwarming Homecoming ✈️ 

• Pixel Perfect Raptors Highlights 🤳 

🏊️ DEEP DIVE
How Topps and MLB Keep Fans Hooked All Year Long

With five weeks left in 2024, MLB and Topps have made a late push for my favorite partnership of the year.

The Backstory

MLB and Topps have been partners for 73 years, dating back to 1951. The relationship was set to end in 2026 when MLB chose Fanatics for licensed trading cards, but Fanatics’ 2022 acquisition of Topps kept the partnership alive.

The big innovation? On Opening Day 2023, MLB introduced a clever new feature for rookies making their major league debuts.

Players wore “MLB Debut” patches on their jerseys during their first game. Afterward, those patches were added to Topps rookie cards, turning them into must-have collector’s items.

This move was genius. Rookie cards are already some of the most coveted collectibles. Adding the patch makes them even more special – literally giving fans a piece of history - while keeping Topps top of mind for fans and collectors.

The MLB Debut Patch program is the centerpiece of the partnership, but it primarily shines at the start and end of the season. To keep Topps part of the baseball conversation year-round, MLB created supporting assets to maintain engagement throughout the season.

What Changed in 2024?

This year, MLB noticeably ramped up content to support the Topps partnership:

• Custom Video Assets: MLB started the year by giving all 30 teams tailored video assets to promote the Series 1 Collection (e.g. Texas Rangers, Cincinnati Reds) during Spring Training (February). The same approach was used for Series 2 (e.g. Chicago Cubs, Houston Astros) in June.

• Early Season Hype: MLB spotlighted top rookies with “Watch Out For” messaging (e.g. Shot Imanaga, Jackson Holliday), building anticipation for MLB Debut cards.

• Steady Engagement: Throughout the year, MLB kept fans engaged with social media sweepstakes tied to player birthdays, milestones, and new products.

• Postseason Push: Social sweeps continued into the playoffs, coincidentally triggered by impactful Yankees moments featuring Anthony Volpe, Aaron Judge, and Giancarlo Stanton.

But what took this partnership from good to great, is what happens after a World Series champion is crowned.

The 2024 Topps Chrome Update

Released on November 13, this year’s set highlights recently traded players, new rookies, and the highly coveted MLB Debut cards.

The MLB Debut Cards

Rookie debut cards are true one-of-ones, featuring the actual patch worn during the player’s debut game and an on-card autograph. Only players who debuted between June 1, 2023, and May 24, 2024, made the cut—rookies debuting later will be included in future sets.

The 2024 set includes over 250 debut cards, a huge jump from 2023’s 91. And it’s not just the numbers that are impressive—this year’s checklist features massive names like Paul Skenes and Elly De La Cruz.

Star Power and Big Bounties

This set produced significant earned wins. For example:

• The Pittsburgh Pirates put a bounty on the Paul Skenes card, offering 30 years of home-plate tickets and more to anyone who finds it (see above). That bounty created a third wave of content around whether you should accept that offer.

• Seth Meyers is offering four VIP tickets to his show just to see the card.

• Livvy Dunne raised the stakes with an offer to sit with her in her suite during a Pirates game.

Even the rookies got in on the excitement. Paul Skenes tried his luck pulling his own card, Jordan Lawlar attempted to buy his card from a collector, and Joey Loperfido wrote “DM me” on the back of his card.

According to this tracker (as of 11/26), over 40% of the MLB Debut cards have been pulled, including Elly De La Cruz.

Chrome Rush: Topps MVP Buyback Program

But the buzz didn’t stop with MLB Debut cards—Topps kept the momentum going with another fan-favorite program.

The MVP Buyback Program returned for its third year.

Fans can trade current-year MVP Topps Chrome cards for store credit ($20–$200) at participating hobby shops.

The goal? Generate excitement down the stretch of the MLB season for previously overlooked cards, bring new fans into the collectibles community, and drive business to hobby shops.

According to Avery Jessup, Chief Commercial Officer at Fanatics Collectibles, the program is projected to engage over 60,000 collectors this year. Even better, 25% of participants are new customers, showing how the program is expanding the hobby.

Collectors have until January 30, 2025, to trade in their MVP cards.

Why This Partnership Works

There’s four key factors that led to this partnership’s success.

1. Built on Insights

   The MLB Debut Patch program was a game-changer, tapping into fans’ love for rookies and collectibles.

2. Everyone Wins
   This partnership benefits everyone:

   • Fans: Get an elevated collectible experience.

   • MLB: Boosts player marketing—an area often criticized.

   • Topps: Creates more value and attention around its products.

3. Year-Round Relevance
   The partnership created buzz before, during, and after the baseball season, keeping it top of mind all year long.

4. Shareability
   The anticipation and chase for these cards naturally generate earned content through fans, collectors, teams, and players.

This partnership is proof that the right insights, timing, and engagement strategies can elevate even a decades-old relationship. When those insights align your partner’s product with your fans’ passions, everyone wins.

Is this 2024’s top sports partnership? Follow me on LinkedIn where I’ll reveal my final rankings next month!

🔍 SPONCONSPIRATION
Steal These Ideas

Scottish Rugby and Skyscanner joined forces for The Ultimate Reunion, reuniting Scotland Rugby captain, Sione Tuipulotu, with his grandmother, Jacqueline, by flying her from Australia to watch them play in a Scotland jersey for the first time. This emotionally-led activation was a perfect fit for a travel brand, and it didn’t miss a beat—capturing the heartfelt moment Jacqueline saw her grandsons take the field.

Seeing this post from Jomboy Media and Corona, I’ll target beer brands whenever a concept involves a real or fantasy draft.

Visa Cash App RB recruited Jerry Ferrara and Kevin Dillon for an Entourage-themed livery reveal tease.

New York City FC used CGI to announce Etihad as their new stadium naming rights partner. The copy on their X carousel was my favorite part of the reveal.

With all the City Edition games in the NBA last week, teams unveiled new courts. The Toronto Raptors smartly paired that moment with Google Pixel to highlight their new court from all angles as it was installed at Scotiabank Arena. Sticking with this partnership, I’m really digging the angle fans are given through Raptors Cam.

🚨 ICYMI
What To Watch For

Unrivaled Roster Reveal: State Farm launched its partnership with Unrivaled Basketball by presenting the league’s much-anticipated club selection event, where the league’s coaches constructed the teams and then were assigned to each club.

Behind The Lens: Verizon is teaming up with the NFL to launch Behind the Lens, a program to boost representation in sports content creation on and off the field by empowering photographers and videographers with mentorship, resources, and real-world experience.

Cooking Up A Win: Out2Win highlighted the top five food and cooking athlete-creators for future partnerships [by Corey Bruno].

AR Sports Activation: The recent Los Angeles Rams x Uber Eats in-stadium AR activation is a sign of things to come [by Matthew Hughes, Notice].

Future Fans Found: Aberdeen FC has transformed the RDS Upper at Pittodrie (a space that sometimes went unused) into a vibrant Family Area, drawing young fans through group ticketing and creative community-driven initiatives. It’s all about growing the Dons' fan base while making matchdays unforgettable [by Scott Gormal, Aberdeen Football Club].

Jaxson’s Big Jump: The Jacksonville Jaguars have released a kids' book starring their mascot, Jaxson De Ville. Available now on Fanatics.