MLB Players, Inc. and Molson Coors Launch Partnership to Bring Players to Local Baseball Marketing Campaigns
Summary:
MLB Players, Inc. and Molson Coors have partnered to bring active MLB players into localized marketing campaigns across multiple U.S. markets.
The agreement, negotiated with the support of OneTeam Partners, gives Molson Coors access to player group rights, including players’ names, images and likenesses, for regional marketing and fan engagement.
NEW YORK, September 22, 2026 — Baseball has always been a local game. Fans rally around hometown players, neighborhood traditions and the communities that make every market unique. MLB Players, Inc. has partnered with Molson Coors to bring MLB players to the center of local baseball marketing campaigns across multiple U.S. markets.
“The bond between fans and their hometown players is what makes baseball special, and this partnership gives us the opportunity to celebrate that connection in new and creative ways,” said Adam Dettman, head of partnerships at Molson Coors Beverage Company. "By working with MLB Players, Inc. to feature players in creative and unexpected ways, we bring our purpose — uniting people to celebrate all life's moments — to the communities we serve."
The agreement names Molson Coors an Official Partner of MLB Players, Inc. and gives the company’s portfolio of brands – including Coors Light, Miller Lite, Miller High Life, Coors Banquet and Blue Moon – access to player group rights, including players’ names, images and likenesses.
Using those rights, Molson Coors is bringing the partnership to life through local activations that celebrate the players, teams and traditions that make baseball unique.
“Players are the heartbeat of baseball, creating the moments and memories that bring fans together,” said Evan Kaplan, President of MLB Players, Inc. “This partnership gives Molson Coors the ability to feature today’s players across a wide range of marketing initiatives, creating more meaningful connections with fans while generating new opportunities for players.”
The first campaigns rolled out during the 2026 season, with planning for future activations underway.
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About Molson Coors Beverage Company
For more than two centuries, Molson Coors has brewed beverages that unite people to celebrate all life's moments. From our core power brands Coors Light, Miller Lite, Coors Banquet, Molson Canadian, Carling and Ožujsko to our above premium brands including Madrí Excepcional, Staropramen, Blue Moon Belgian White and Leinenkugel's Summer Shandy, to our economy and value brands like Miller High Life and Keystone Light, we produce many beloved and iconic beers. While Molson Coors' history is rooted in beer, we offer a modern portfolio that expands beyond the beer aisle as well, including flavored beverages like Vizzy Hard Seltzer, spirits like Five Trail whiskey and non-alcoholic beverages like ZOA Energy. As a business, our ambition is to be the first choice for our people, our consumers and our customers, and our success depends on our ability to make our products available to meet a wide range of consumer segments and occasions.
Molson Coors Beverage Company is a publicly traded company that operates through its Americas and EMEA&APAC reporting segments and is traded on the New York Stock Exchange and Toronto Stock Exchange. To learn more about Molson Coors Beverage Company, visit molsoncoors.com.
About MLB Players, Inc.
MLB Players, Inc. is the business arm of the Major League Baseball Players Association. The Major League Baseball Players Association is the collective bargaining representative for all professional baseball players of the 30 Major League Baseball clubs. MLB Players, Inc. serves as the exclusive group licensing agent for all commercial business interests and licensing activities involving active Major League and Minor League Baseball players. Follow @MLBPA on Instagram and Twitter.
About OneTeam Partners
OneTeam Partners is a global leader in sports licensing, marketing, sponsorship and media, specializing in commercializing group licensing rights for professional and collegiate athletes. Established in 2019, OneTeam is a joint venture between the NFLPA, MLBPA, WNBPA, MLSPA, USWNTPA and NWSLPA, with backing from HPS, General Atlantic and Morgan Stanley Tactical. OneTeam represents the exclusive group rights for thousands of professional and collegiate athletes worldwide.
