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The surge of MiLB licensing

Minor League Baseball is seeing a surprise retail surge: small-town teams are no longer just merch-sellers at the ballpark — their logos and gear are hitting big-box stores like Walmart and Costco. Joe Hutchinson, VP of Licensing at Diamond Baseball Holdings (DBH), explains how they’re scaling MiLB’s local charm into a national consumer-product play.

Why Is It Blowing Up?

Untapped Potential

Historically, MiLB merch was sold mostly in stadium team shops. DBH recognised that the model looked a lot like college sports did 30 years ago — huge upside for broader retail.

Retail Relationships + Strategy

They’re not just pitching big names — they’re mapping. DBH overlays retailer locations (Walmart, etc.) with ballpark locations to target stores near or in MiLB markets. Result? Walmart’s MiLB business is growing by 100%+ year over year, while Dick’s Sporting Goods is up 60% in MiLB sales. License Global

Hyper-Local Brand Power

There are ~120 MiLB teams, many in smaller markets where they’re “the only game in town.” That builds strong local loyalty.

Unique logos + mascots aren’t just cute — they’re conversation starters. Think theme-night teams (e.g., Erie Moon Mammoths) or logos that reflect local culture.

Deep Licensing Partnerships

DBH secured exclusive licensing deals with big players like Unrivalled Teamwear, ’47 Brand, and Concept Sports. Those partners can invest more confidently — they’ve “got runway” to build product lines for MiLB. This isn’t just about merch — it’s identity-driven, long-term.

Marketing Campaign: “For the Love of the Logo”

DBH launched a campaign celebrating MiLB’s quirky, community-rooted logos. That’s resonating: they’re already seeing double-digit growth this year, with similar projections for 2026.

Top sellers include non-DBH clubs: the El Paso Chihuahuas, Salt Lake Bees, and Durham Bulls.

A standout: the Hub City Spartanburgers, brand-new DBH team, entered their first year and hit #7 in sales ranking. License Global

Why It’s Growing Now

The combination of local passion + smart retail execution is unlocking something that was always there but under-monetised.

Retailers are warming up because DBH is bringing data, strategy, and a clear plan for where to place merch.

MiLB’s branding is more playful, flexible, and “Instagrammable” than your typical big-league brand, which helps drive consumer interest.

Exclusive licensees give confidence to both retailers and designers, consolidating MiLB’s position in mass-market licensing.

What’s Next / The Growth Playbook

Prebook 2026: DBH is building deeper relationships with retailers for next-year products.

Expand Retail Footprint: More Walmart doors, more Costco stores — DBH is doubling down. (According to SportsBusiness Journal: Walmart will carry products from 82 of 120 teams in 2026, up from 25 this year; Costco is expanding its store count, too.)

Continue “Logo Culture”: Keep pushing the “For the Love of the Logo” campaign; it’s helping drive identity-based merchandise demand.

Leverage Licensee Exclusives: Use deep partnerships to develop new categories (e.g., underplayed segments) and expand distribution efficiently.

Showcase Events: DBH is bringing back its Licensee Showcase in 2025, ~50 licensing partners and 100+ clubs attended. License Global

Support All Clubs: Not just DBH teams, growth strategy covers all 120 MiLB teams, balancing national strategy with local charm. License Global

Why It Matters (Big Picture)

This isn’t just a merch play - it’s a community + brand play. By leaning into the charm, identity, and locality of MiLB teams, DBH is turning small-town fan bases into retail opportunities.

For retailers, it’s a low-risk, high-reward bet: niche but broad appeal, and the physical retail geography is already aligned (local ballparks + stores).

For MiLB, this could reshape long-term revenue: less reliance on stadium stores and more scalable, national consumer-product lines.

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