Nintendo and Mariners: A Partnership Level Up
Nintendo just shook up Major League Baseball’s branding game. Announced March 21, 2025, the gaming giant is now the official jersey sleeve sponsor for the Seattle Mariners—a move that spotlights both tradition and innovation. This isn't just another sticker on a sleeve. Nope, the Mariners are rolling out not one, but two Nintendo logos, depending on where they play. Home jerseys will carry the classic racetrack logo, while away jerseys will showcase the much-hyped Nintendo Switch 2 branding. All of this action kicks off with the season opener on March 27 at T-Mobile Park against the Oakland Athletics.
This dual-logo strategy is a first for MLB. Until now, teams have kept uniform branding pretty consistent, but the Mariners are setting a new trend—one that's likely to catch the eye of fans and rivals alike. Having different sleeve sponsors per location isn’t just smart from a marketing angle; it taps directly into regional fanbases and the broader gaming community.
The move comes on the back of a 33-year relationship between Nintendo and the Mariners, dating back to 1992 when the company first bought a controlling stake in the team. Such long-term partnerships are rare in pro sports these days, where change is often the only constant. For Nintendo, it’s more than branding—it’s about deepening its roots with Seattle fans and connecting generations of gamers and sports lovers. To seal the deal, Mariners slugger Julio Rodríguez has been named Nintendo’s new brand ambassador, bringing plenty of star power to the campaign.
This expansion comes after Major League Baseball and the MLB Players Association agreed to allow jersey sponsor patches in 2023 as part of a broader collective bargaining update. Teams have slowly started to embrace this, but no other franchise has gone for a home-and-away sleeve sponsor split—at least not until now.
Guardians and SeatGeek: Upgrading the Game Day Experience
Meanwhile, over in Cleveland, the Guardians have inked their own partnership, making SeatGeek the team’s official ticket marketplace. The deal goes further than just selling tickets. Fans entering Progressive Field will now see the newly rebranded SeatGeek Infield Lounge and Boxes—bringing a fresh vibe to the ballpark experience. And with SeatGeek fronting the Guardians’ Season Ticket Appreciation Week, local fans get more engagement and perks tied directly to the digital ticketing partner.
This partnership isn’t only good news for the Guardians faithful; it bolsters SeatGeek’s profile as MLB’s official ticket marketplace while letting the company double down on its Cleveland presence. Getting the naming rights to premium sections of the field cements SeatGeek’s place in the fan experience, especially as the industry shifts decisively toward digital-first ticketing and exclusive ballpark experiences.
Both the Nintendo and SeatGeek partnerships show how pro teams are finding new ways to interact with fans and sponsors. It’s not just about revenue—it’s about making the gameday experience stand out and giving brands a place in the culture. As the Mariners take the field with those new sleeves and the Guardians launch their upgraded event spaces, the message from MLB is clear: this is a league not afraid to try something big and unexpected.
