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.