Six new virtual signage positions were proposed, some of which already have been used by clubsGETTY IMAGES
MLB is in "advanced discussions with its teams to add no fewer than six new virtual signage positions on and around the field of play," as the league looks to "add sponsorship inventory to service at least a half-season of make-goods," according to Terry Lefton in this week's SPORTS BUSINESS JOURNAL. Sources "described the discussions as fluid but progressing, since the need for additional inventory has never been more pressing." The six new virtual signage positions proposed -- "some of which have already been used by scattered teams -- would be: behind the pitching mound; the foul territory between the first- and third-base coaching boxes and home plate; behind home plate above the traditional rotational signage; on the 'batter’s eye'; and another outfield position." MLB's discussions with clubs are being led by Senior VP/Sponsorship Sales Bill Morningstar. Brand Brigade has been "discussed as a possible provider of the virtual signage," but that is "written in chalk, for now." Some teams are "pushing instead for more physical signage, well aware that virtual inventory normally means whichever network is televising the game would control much, if not all, of it" (SPORTS BUSINESS JOURNAL, 6/1 issue).
