Sage Becomes Partner of MLB in Tech Brand’s First Sports Partnership

Sage, the global leader in accounting, financial, HR and payroll technology for small and mid-sized businesses is teaming up with Major League Baseball (MLB) in a multi-year sponsorship deal – the global tech company’s first North American sports partnership. As part of the agreement:

  • Sage will sponsor pitching decisions and manager interviews, providing fans insights into their decisions during games.
  • Sage will support MLB’s Diverse Business Partners (DBP) Program, supporting minority-owned businesses across America.
  • Sage Members and Partners across the US will also have access to MLB tickets and experiences.

Sage and Major League Baseball launched the three-year partnership at the tech company’s Transform conference in Orlando, Fla. The event brings together more than 3,000 customers, partners and industry experts.

Sage will integrate with MLB broadcasts by sponsoring in-game ‘Pitching Decisions’ features on select televised and streamed games. This sponsored broadcast feature will bring fresh insights and in-depth analysis around pitching to fans of all 30 clubs during the regular season, postseason and All-Star Week.

The Sage brand will appear across media platforms covering games league-wide, including on Apple TV+, MLB Network and, beginning with the 2023 regular season and including the introduction of “Pitcher Power Rankings Presented by Sage.”

The ‘Pitcher Power Rankings Presented by Sage’ will appear across MLB digital, social, and linear channels, enabling fans to track pitcher performance across the season with rankings that feature real-time leaderboard updates.

Sage also will support MLB’s Diverse Business Partners (DBP) Program, helping to find new opportunities and support business growth for minority-owned businesses across America. Major League Baseball continues to be a leader in economic inclusivity within professional sports through the DBP program. The program has cultivated partnerships with underrepresented businesses, including Black-owned, Latino/a-owned, Asian-owned, women-owned, veteran-owned, LGBTQ-owned and other underrepresented small businesses, to serve and supply MLB entities and MLB Clubs. Since the formation of this program in 1998, MLB and its clubs have spent nearly $2 billion with minority-owned businesses.

Sage’s Chief Marketing Officer Cath Keers said, “Every day at Sage, we’re working hard to surface insights for our customers through brilliant products and services, delivered with a human touch. Just like a business, MLB is all about tight competitive margins and we are excited to partner on pitching decisions and manager interview content that bring insights to fans, and to create unforgettable experiences for Sage customers and partners.”

Sage’s President of North America Aziz Benmalek added, “At the heart of our company we are about knocking down barriers for small to medium-sized businesses. In the United States, we are already passionate supporters of several programs providing support and guidance to business owners and entrepreneurs from minority backgrounds. We are proud to partner with an organization that is just as passionate about driving change through insights.”

The league sponsorship is a first for Sage North America, following the recent European sports partnership announcement between Sage and The Hundred cricket competition in England.

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