Male Millennial, Gen-Z Digital Opps: Oatly sponsors Minor League Baseball (Score 14)

Sales lead: Reach out if you can help this company build US brand awareness. 

  • Oatly recently announced a sponsorship deal with Minor League Baseball (MiLB)
  • The brand is now "The Official Oatmilk from Sweden that started like 35 years ago but is now all over America where it's promoting various kinds of frozen desert products in one of those first-ever plant-based sponsor deals you know the kind we're talking about of Minor League Baseball."
  • The deal includes branding & media touchpoints at all 120 MiLB stadiums.
  • It will also offer products at select MiLB stadiums and produce a content series with the league. 

Target demographic: Male millennials & Gen-Zers

The company will likely:

  • Seek additional sponsorships
  • Continue increasing ad spend
  • Ramp up promotional activity

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • YTD spend: Oatly spent around $322.4k on digital display ads YTD, a significant increase from $13.5k spent in this channel during the same time period of 2022. 
  • YTD data: 45.7m impressions via Instagram (94%), YouTube (4%), and desktop display (1%). 
  • 2021-2022 spend: Full-year spend increased by 48% from $526.8k in 2021 to $779.6k in 2022. 
  • Ad location: It placed 100% of these ads directly onto sites such as,,, and 

Agency analysis:

  • Opportunity: Contact Oatly's DMs to see if you can pick up some of its business.
    • Oatly does not currently work with any agencies to the best of my knowledge.

Insight Sources: Digital spend insights estimated by Pathmatics