LERMA/ Introduces New Ranking System for Sports Sponsorship Value

New Sports Sponsorship Ranker evaluates teams through the lens of media efficiency, fan affinity and momentum to help brands assess partnership value

When it comes to sponsorship value, the Philadelphia Phillies currently lead Major League Baseball, according to a new ranking system developed by LERMA/.

The agency has launched the Sports Sponsorship Ranker, a proprietary benchmarking tool designed to help brands evaluate the relative value of sports sponsorship investments. The inaugural edition ranks all 29 U.S.-based MLB teams based on their strength as sponsorship partners, using a combination of media efficiency, fan engagement and team trajectory metrics.

The Phillies earned the highest overall score in the ranking, followed by the Los Angeles Dodgers and Detroit Tigers. The Yankees and Red Sox rounded out the top five.

Rather than evaluating teams based on wins and losses, the ranking approaches sports sponsorship from a brand investment perspective. The model analyzes factors tied to audience reach, media value and cultural momentum to help marketers compare opportunities across the league.

“It felt a little crazy to us that, with all the data capabilities in our industry today, evaluating sports deals still felt like the Wild West for so many of our clients,” said Jon Lee, Principal at LERMA/. “We developed the Sports Sponsorship Ranker to give brands a clearer bird’s-eye view of the sponsorship landscape, starting with MLB.”

The ranking is built around three core categories: media efficiency, fan affinity and team trajectory.

Media efficiency measures the relative cost of local media exposure using estimated CPMs. Fan affinity incorporates indicators such as social following, ticket sales, franchise value, video views and All-Star voting. Team trajectory evaluates factors tied to momentum and visibility, including betting market expectations and media coverage trends.

According to the study, the Phillies stood out as one of the most efficient media buys in baseball despite a slower start on the field. The Dodgers benefited from strong fan engagement across both attendance and digital channels, while the Tigers ranked highly because of their reach.

The Sports Sponsorship Ranker was developed for CMOs, partnership teams and brand marketers looking for more structure around sponsorship evaluation as sports investments face increasing scrutiny around ROI and accountability.

The MLB edition marks the first release in what LERMA/ says will become a broader initiative spanning additional professional leagues throughout the year. The agency plans to publish updated editions annually ahead of each season.

While the ranking highlights teams that currently offer strong combinations of exposure and efficiency, LERMA/ notes that sponsorship outcomes still depend heavily on brand strategy, audience alignment and activation approach.

Brands looking for a more customized evaluation can also work with LERMA/’s partnerships team on a Partnership Valuation Audit tailored to specific investment goals and sponsorship opportunities.

The full ranking and methodology are available at lermasports.com.

Source: LERMA/

  Agency, LERMA/, Marketing, MLB, partnership, Report, Sponsorship