Power Plays: How Top Brands Are Activating in the NBA & MLB
As the NBA season tips off and the MLB postseason heats up, brands are stepping onto the field and court with creative, data-driven activations that redefine what sports sponsorship means in 2025. No longer just about logos or broadcast ads, today’s brand partnerships in sports focus on experience, technology, and authentic fan connection.
Here’s how three brands — Capital One, SeatGeek, and Nike — are setting the standard for modern sponsorship strategy across two of the biggest leagues in sports.
Capital One x MLB: Turning Loyalty into Live Experience
As the official bank and credit card partner of Major League Baseball, Capital One has built one of the most sophisticated sports sponsorship strategies in recent years. The brand’s Capital One Entertainment platform connects fans directly to MLB experiences — exclusive ticket presales, player meet-and-greets, and World Series access — all tied to their rewards ecosystem.
Why this works:
- It blends fan engagement with data-driven loyalty marketing, using rewards to create meaningful, trackable customer experiences.
- It ties the brand to moments of joy, not just financial services — like the thrill of attending a postseason game.
- It positions Capital One as a lifestyle brand that fuels experiences, not just transactions.
This activation underscores a broader trend: brands that integrate digital marketing in sports with personalized access are creating longer-lasting fan relationships than traditional ads ever could.
How PlayMaker can help:
PlayMaker’s platform helps sponsorship teams manage and measure partnerships efficiently, freeing them to focus on building meaningful relationships.. With its AI-supported workflow tools, partnership managers can brainstorm new activation ideas and track campaign performance all in one place.
SeatGeek x MLB: Redefining the Ticketing Experience
SeatGeek, now the Official Ticket Marketplace of MLB, represents how tech companies are transforming fan engagement through innovation. The partnership gives fans seamless digital ticketing, resale options, and in-app upgrades — simplifying how fans attend and experience games.
Why this works:
- It puts user experience at the center of sponsorship — connecting brand value directly to fan convenience.
- SeatGeek’s integration into MLB’s app ecosystem means the sponsorship extends beyond stadium walls to every touchpoint of the fan journey.
- With the rise of mobile-first engagement and contactless ticketing, this collaboration aligns perfectly with how modern fans consume live sports.
SeatGeek shows that the best sports partnerships are built on solving real fan pain points — merging functionality with fandom.
How PlayMaker helps brands like this:
SeatGeek’s success is all about integration and efficiency — and that’s where PlayMaker thrives. With tools for managing activations, tracking deliverables, and even brainstorming campaign ideas through AI-powered integrations, teams can plan more efficiently — freeing up time to focus on innovation and real fan impact.
Nike x NBA: The Blueprint for Long-Term Brand Activation
When it comes to brand activation in sports, Nike’s partnership with the NBA remains a masterclass. Since becoming the league’s official uniform and apparel provider, Nike has gone far beyond outfitting players. Through its NBA Connected Jersey, Nike created a digital bridge between the product and the fan experience: scanning the jersey with the Nike app unlocks exclusive highlights, stats, and offers.
Why this works:
- It merges physical and digital activation, blending fashion, fandom, and technology.
- Nike keeps its sponsorship alive year-round through social media content, athlete storytelling, and real-time engagement.
- The brand leverages data insights from fan interactions to tailor campaigns and product drops.
How PlayMaker can help:
Great activations like Nike’s rely on clear collaboration between creative, marketing, and sponsorship teams. PlayMaker helps streamline that process — giving teams the tools to coordinate ideas, share content, and bring big campaigns to life faster. From planning jersey activations to tracking engagement metrics, PlayMaker’s tracking and reporting capabilities can save the Nike team hours of admin work a week!
The New Era of Sports Sponsorship
The partnerships between Capital One, SeatGeek, and Nike reveal a clear truth — the most successful sports sponsorships today aren’t about visibility, they’re about connection. Building connection requires time spent with the consumer and partners, attention to detail and project organization - PlayMaker is the right tool to check all of these boxes. Email hannah@playmakersoftware.com to learn how to build consumer connections better and faster than ever.
