MLB has the right to display a sponsor on batting helmets as part of the new labor agreement with … [+]
It seems like a lifetime ago, but in March of this year, the 30 owners in Major League Baseball were still in the throes of a 99-day lockout of the players. When they finally came to an agreement that pushed the start of the regular season out one week, there were some immediate changes.
One of the changes that have played a pivotal role in fan interest was the addition of a third Wild Card team in the American and National League. Another change, that has nothing to do with the play on the field and everything to do with the business of baseball, is possibly on the cusp of immediately becoming recognizable to both dedicated and fringe fans was the postseason arrives.
Nestled in the agreement between the owners and union for the players is a provision that states as early as this postseason, the league has the right to add a sponsor logo decal to batting helmets worn by the teams. This new revenue would be centralized – dispersed across all 30 clubs, not just the ones in the playoffs.
It’s unclear what the league could fetch at this point for such a sponsorship deal, but it’s almost assuredly significant. With the addition of the two new Wild Card teams, the format moves from a one-game play-in to a three-game series that ESPN has the rights to. There are then the best-of-five Division series games and the best-of-seven NLCS, ALCS, and World Series on TBS and FOX. If all these series go the maximum number of games, it would provide 47 national telecasts to a decal sponsor.
As of now, MLB hasn’t announced whether they will be using the option in the new labor agreement for the helmet decals, but then postseason presenting sponsors aren’t revealed until just before those games start. It’s rare – as in never – that MLB turns down new revenue, so the odds are high that the helmet decal happens. They certainly haven’t announced that they aren’t going with them.
If one wonders what the helmets would look like, Major League Baseball snuck them in as part of the London Series between the Red Sox and Yankees in 2019. At that time, Mitel was the sponsor, and the decal was approx. 1” x4” and just above the ear (for more see MLB Releases Final Details Of Sponsor Patches; Helmet Decals Possible For 2022 Postseason).
But that was an exhibition. And while the owners and MLBPA agreed to allow the decals as early as this postseason, with the collective bargaining agreement yet to be published, the parameters of the decal size and placement haven’t been revealed.
MLB’s postseason starts on Friday, Oct 7. We’ll know by then if this new sponsorship placement has arrived by then.
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