Spring training is approaching, and Opening Day is soon after. The 2023 season is set to have some familiar names in many unfamiliar jerseys, but they will not be the only new addition to those uniforms. Beginning in 2023 will be the appearance of sponsorship patches on MLB jerseys. As always with any issue, there are many layers that need to be explored. While there is constant talk of MLB toxic fandom, this is a case of a sports league wanting more money.
The Motivation for MLB Jersey Sponsorships
Make no mistake about it, the desire for uniform sponsors comes from the perspective of owners who want to increase revenue. In theory, and increased revenue will also lead to higher paydays for players. With that being said, it is no wonder why the players union agreed to the inclusion of patches during the most recent CBA negotiations in 2021. The NBA’s increasing revenue since adopting its own uniform sponsor policy proves that adding patches to the uniform is a surefire way to make more money.
This is really not the first time that sponsors have appeared on MLB uniforms since the Nike swoosh was added to the front of the uniform in 2020. The seeds for this have in fact been planted quite some time ago. The 2023 patches will not be on the front of the uniform, however. Instead, they will be on the sleeves and will conquer a space up to 4″x4″.
It may be reasonable to assume that this change will lead to more MLB players appearing in commercials and advertisements, likely for their uniform sponsor. Advertisement representation is something that MLB has been severely lacking in recent years compared to that of other major sports leagues. The more faces and names that can be seen in a commercial, the more the general public will be introduced to the game. This is something MLB desperately needs.
In theory, this should be a win-win-win for owners, players, and fans who hopefully get to see their favorite teams turn their new revenue into a better on-field product. Fans of low-spending small-market teams would likely be the fans most excited about this if all goes according to the plans.
The Saddening Part of MLB Jersey Sponsors
As the phrase goes: every rose has its thorn. The thorn of jersey patches stabs right at the heart of many diehard fans. If I had a message for MLB, the following is what I would say:
Dear MLB,
We know we are being sold to. Every time we turn on the TV or the radio, our eyes and ears are flooded with catchphrases and advertisements. Believe me, we notice that innings, at-bats, results of at-bats, and even individual pitches have been sponsored before. Even the massive and beautiful ballparks you have built are a museum of advertisements that slam corporate branding into our faces at every turn. But, we don’t care. We get it. The jersey, however, was different because it was the one thing that we had to ourselves. The uniform without sponsors was a reminder of the joy of the game because the team name is all we needed to strike the emotional chord and get us hooked. The sponsor patches are saddening because you just couldn’t let us have the one pure, untouched connection to our hearts and souls, even after you have taken over every other inch of the game with your corporate sponsorships. We knew what you were doing, and we didn’t mind, because we had the one thing we needed. No, I am not worried that a 4″x4″ patch on the sleeve will take over the uniform. I’m worried that you won’t have the self-discipline not to turn the uniform into NASCAR. I understand that the patches bring revenue, and I also understand you need that revenue since you did a horrible job capturing the young audience compared to your competitors. All I’m saying is, it was nice for us to have one thing that reminded us of the city, the team, and our passion without your greed being slammed in our faces. Enjoy your money.
Sincerely,
Someone Who Loves Baseball
main image credits: Getty Images
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