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A marketing agency has been hired by the Los Angeles Dodgers in order to find a suitor for the naming rights to Dodger Stadium field and an advertising patch on the team’s jerseys. The announcement was made on Tuesday of the deal with Sportfive, the global agency “here to reset what sports and entertainment partnerships can mean.”
The patches will appear on the jerseys starting next season after approval was given as a part of MLB’s new five-year collective bargaining agreement.
The field sponsor will obtain rights to its name on signage related to the stadium as well as other marketing opportunities. The naming rights to Dodger Stadium will not be sold.
Having opened in 1962 and being the third-oldest ballpark in the majors behind The Boston Red Sox’s Fenway Park and the Chicago Cubs’ Wrigley Field, Dodger Stadium will play host to the All-Star Game in July for the first time since 1980.
“We are very happy to be working with Sportfive on these unique partnership opportunities,” said Dodgers Senior Vice President of Global Partnerships Corey Norkin. “For a company to have the opportunity to align their brand with us and our iconic venue, Dodger Stadium, along with one of the most recognizable uniforms in all of sports is truly special.”
Sportfive is the agency that worked with the Los Angeles Lakers to negotiate a uniform patch, with other clients including the PGA and the LPGA.