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Tuesday, July 16, 2019

Lofton: Patches in progress for MLB: Advertising logos are coming to MLB uniforms, but there are questions about cost, location and timing.

Expect advertising logos on MLB uniforms within three years. Such was the buzz among the marketing cognoscenti at last week’s MLB All-Star Game in Cleveland. A handful of MLB teams have already reached out to marketing agencies for evaluations and pricing estimates for the proposed new marketing inventory.

. . .

The math is intriguing, as there are 82 games in an NBA regular season compared to MLB’s 162-game schedule. Baseball also has far more static TV shots than the NBA, which should allow more “exposure opportunities.” Still, Kyle Folts, Van Wagner Sports & Entertainment’s vice president of insights, said it would be a fallacy to conclude that MLB ad patches should be worth twice as much as NBA uniform advertising.

So it’s come to this: MLB is willing to treat uniforms as billboards. It was likely inevitable, but it’s still a sign that almost nothing is sacred in baseball (or anywhere else) anymore.

The inimitable Paul Lukas also weighed in on the news at Uni-Watch.com.

Graham & the 15-win "ARod Vortex of suck" Posted: July 16, 2019 at 09:17 AM | 11 comment(s) Login to Bookmark
  Tags: advertising, business, corporate sponsorship, hats, uniforms

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   1. Accent Shallow could make you weep more cheaply Posted: July 16, 2019 at 01:26 PM (#5862276)
By VWS&E’s estimate, the average MLB team should realize $6 million to $8 million per year from ad patches, with hallowed franchises like the Yankees getting significantly more.


$6-8M sure seems like chump change, given franchise valuation, no?
   2. RoyalsRetro (AG#1F) Posted: July 16, 2019 at 01:36 PM (#5862281)
This already happens in soccer, the NBA, and NASCAR and....I don't really notice it?
   3. Never Give an Inge (Dave) Posted: July 16, 2019 at 01:49 PM (#5862287)


$6-8M sure seems like chump change, given franchise valuation, no?


Well, if the average team is worth 5-6x revenue, as Forbes' valuations indicate, then that's an extra $30-50 million in value per team. Maybe that's chump change, but these guys didn't get rich by walking away from an easy $40 million.
   4. Bring Me the Head of Alfredo Griffin (Vlad) Posted: July 16, 2019 at 02:14 PM (#5862298)
with hallowed franchises like the Yankees getting significantly more


How much would it take for the right to urinate directly into the mouth of Babe Ruth's dessicated corpse?
   5. Rennie's Tenet Posted: July 16, 2019 at 02:23 PM (#5862304)
The inimitable Paul Lukas also weighed in


The guy from Mission Impossible? You could hang a real billboard on his back.
   6. Captain Supporter Posted: July 16, 2019 at 02:38 PM (#5862309)
with hallowed franchises like the Yankees getting significantly more


The Yankees would be very wise to be the only franchise who refuses to treat their uniforms as a billboard. In the long run, the famed pinstripes would be that much more 'hallowed'.
   7. Ziggy is done with Dominican discotheques Posted: July 16, 2019 at 02:56 PM (#5862317)
I'm not mad at you baseball. Just disappointed.
   8. Pat Rapper's Delight (as quoted on MLB Network) Posted: July 16, 2019 at 03:14 PM (#5862326)
Distaste over MLB's "partnerships" with casino and DFS gambling interests already have me watching less baseball than I ever have even as I'm entering MLB's prime demographic years. By the time they get around to actually whoring out the uniforms too, I might already not be watching at all anyway.
   9. It's regretful that PASTE was able to get out Posted: July 16, 2019 at 03:38 PM (#5862342)
I'm only surprised it's taken this long.

The question of how much of the revenue generated by advertisements on the uniforms the players wear ought to go to the players is going to make CBA negotiations even hairier, for sure.
   10. Bring Me the Head of Alfredo Griffin (Vlad) Posted: July 16, 2019 at 04:25 PM (#5862362)
The question of how much of the revenue generated by advertisements on the uniforms the players wear ought to go to the players is going to make CBA negotiations even hairier, for sure.


Just wait until the owners bring up the idea of tattooing logos directly onto the faces of the players themselves.
   11. Itchy Row Posted: July 16, 2019 at 04:48 PM (#5862367)
Apparently this isn't about "Lofton Patches," celebrating the 30th anniversary of Kenny Lofton's major league debut.

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