Read the eNewspaper
Topics

Dee Gordon

Under Armour, rivals compete in Major League Baseball marketing game

Under Armour, rivals compete in Major League Baseball marketing game

Who's on first? In the business world, a better question is who gets to make first base — and produce the baseballs, bats, caps and other equipment prominently on display during major league games.

As it begins a new season, Major League Baseball has a deep roster and a waiting bullpen of suppliers promoting their brands by visibly associating with the sport. MLB grants licenses to Under Armour Inc., Nike Inc., Rawlings Sporting Goods Co. and other companies for products ranging from uniforms and cleats to sunglasses.

Rawlings makes the baseballs used in games, Majestic Athletic makes the uniforms, New Era Cap Co. makes the caps and Schutt Sports makes the...

82°