Increasing the profile and recognizability of star players is a problem that both MLB and the MLBPA "are addressing in their collective-bargaining negotiations," according to sources cited by Ken Rosenthal of FOXSPORTS.com. The issue "isn't as sensitive in bargaining as the qualifying offer, or as meaningful as revenue sharing," but CBA talks are "wide-ranging, and the two sides are giving more attention to the marketing and promotion of players than they have in the past." Most MLB stars "remain largely regional phenomenons, even at a time when players come from Latin America, Asia and even Europe." Meanwhile, NBA superstars like Cavaliers F LeBron James are "international sensations." Rosenthal notes at a time when MLB is "rich in young, marketable talent, it's good business for both management and the union to make the game's stars as identifiable as possible." Sources said that MLB Commissioner Rob Manfred "supports that premise, and the union's interest in marketing and promotion is perhaps even greater than management's." MLB in recent years "has increased its efforts to showcase talent, most notably through the 'THIS' campaign, which celebrates young players in television commercials and various forms of social media." Sources said that the next step is to "figure out how to generate greater exposure for the players while protecting and compensating them fairly" (FOXSPORTS.com, 4/19).
