MLB Teams Begin Looking Into Jersey Patch Deals
Fans can "expect advertising logos on MLB uniforms within three years," according to Terry Lefton in this week's SPORTS BUSINESS JOURNAL. A handful of teams have "already reached out to marketing agencies for evaluations and pricing estimates for the proposed new marketing inventory." However, the MLBPA would "have to approve a uniform patch as part of the next CBA," which would begin in the '22 season. MLB Exec VP/Business & Sales Noah Garden said, "We're examining the patch, but clearly we have things to work through first. I'd say it's inevitable down the road, but certainly not immediate." Van Wagner Sports & Entertainment has been "assessing the potential market for a year after several MLB teams inquired." Van Wagner VP/Insights Kyle Folts said that uniform patches "could generate as much as 15 minutes of exposure per game." By Van Wagner's estimate, the average MLB team could realize $6-8M "per year from ad patches, with hallowed franchises like the Yankees getting significantly more." However, there are still "complexities to be worked through," including the "nettlesome issues of revenue splits with both teams and players" (SPORTS BUSINESS JOURNAL, 7/15 issue).
BOTTOM LINE: In Chicago, Patricia McGraw noted the National Pro Fastpitch league this season will debut an On Player Ad Location, which has the "potential to add more to each and every player's bottom lines." NPF hats, visors and arm sleeves are all "fair game for logos and company messaging in the OPAL program." Partnerships begin at $2,500 for the season and can "vary from player to player, with each athlete having the ability to set pricing and exposure quantity" (DAILYHERALD.com, 7/12).