The essence of baseball has always been a captivating blend of charm, excitement, and a touch of delightful absurdity. This intrinsic allure keeps fans returning, regardless of the decisions made by those who govern the sport. However, the latest development in Major League Baseball (MLB) isn’t a scandal akin to the infamous Black Sox incident, the breaking of the color barrier, or the steroid controversies. Instead, it serves as yet another indicator that the commissioner’s office may not fully appreciate the unique and special nature of the game.
As the postseason approaches, players will don batting helmets adorned with the logo of a German company that specializes in high-performance work attire. This decision raises eyebrows and invites reflection.
MLB’s Decision to Adorn Helmets
The choice of the word “adorn” in the MLB press release is curious. According to the dictionary, to “adorn” means to beautify or enhance something’s appearance by adding elements to it—much like embellishing a Christmas tree with ornaments. Yet, beauty is subjective, and for business executives, beauty often translates to profit. Commissioner Rob Manfred has a challenging task, overseeing 30 team owners who are primarily focused on maximizing revenue.
Nevertheless, baseball has historically resisted the temptation to chase after every dollar. There exist certain boundaries that maintain the sport’s character:
- Team names are rooted in cities and regions rather than corporate branding, as is common in Japan.
- Some teams, such as the Boston Red Sox and the Los Angeles Dodgers, have opted not to sell naming rights to their stadiums.
- The World Series champion is awarded the “commissioner’s trophy,” rather than a commercial product like a branded can of food.
However, it seems these boundaries may be slowly eroding. Until 2022, MLB uniforms were free from advertisements, except for the manufacturers’ logos, which at least made contextual sense. Starting last season, teams were permitted to sell advertising space on their sleeve patches, and 23 out of 30 teams have embraced this trend. The New York Mets were the only team to change their patch when color clashes occurred.
Helmet Ads: A New Frontier
Now, the introduction of helmet advertisements does little to elevate the visual appeal of MLB’s product, but it might prompt fans to purchase work pants for $99.99. The CEO of the sponsoring company expresses enthusiasm, stating in the press release:
“Whether on the field or in the field, your gear is a source of pride. We know that fans of America’s pastime are loyal, dedicated, and value a job well done — just like (insert company name here) fans around the world who love our family’s iconic ostrich logo.”
This brings to light another linguistic concern: can we reserve the term “iconic” for things that are genuinely admired and influential?
The company logo will be prominently displayed on the side of each batting helmet, with the not-so-iconic ostrich symbol alongside its brand name. This will take effect during all postseason games next month and will extend to all minor-league games the following season, as well as MLB regular-season games held in Europe, continuing an unusual precedent for international play.
Comparisons with Other Sports
While it’s true that the NBA, NHL, and various soccer leagues feature advertising patches, one might ponder, “If the NBA and NHL jumped off a bridge, would baseball follow suit?” It would be refreshing if baseball set a higher standard for itself.
It’s easy for those without direct experience in business to suggest that MLB should have turned its back on yet another cash grab. However, the decision feels particularly tacky and disheartening, reflecting a lack of respect for the visual integrity of their product. The league should aspire to do better.
That said, it’s worth acknowledging that MLB does manage some commendable initiatives. The implementation of the pitch clock, for instance, represents a thoughtful, research-driven improvement that has greatly enhanced the game, offsetting some of the negative impact of advertising saturation. The pitch clock has proven overwhelmingly successful, maintaining the sport’s essence while improving its pacing—truly a win-win situation.
Unfortunately, this latest move offers no tangible benefits for the fans. An advertisement on a helmet is unlikely to foster business growth. Yet, as distasteful as it may appear, it probably won’t diminish the sport’s loyal following either. Baseball has a remarkable ability to connect with its diehard fans, and MLB is well aware of this dynamic. It’s simply disappointing that the league exploits such loyalty with these trivial gestures—oh, I mean adornments.
(Photo: Mary DeCicco / MLB Photos via Getty Images)
