FanHouse

Red Sox Sell Ad Space on Uniforms

Larry LucchinoGranted, it's only for the opening series in Japan (and the A's are doing it, too) but once you go down that slippery slope ... The Biz of Baseball pointed me in the direction of this article from the Boston Herald:
Red Sox players will sport EMC logos on their sleeves during the team's season opening series in Japan, the first time the storied franchise has turned its uniforms into potential ad space.

EMC Corp. is betting the deal will help accelerate its drive into the lucrative Japanese tech market. The Pacific region represents the fastest growth area for the Hopkinton-based data storage giant, said David Farmer, director of corporate communications.

The deal, which is with MLB Japan, is likely to cost EMC in the six figures, one leading sports business expert said.
Six figures for one series? I know it's a special circumstance, but if they can draw that kind of dough, why wouldn't baseball owners eventually adopt this on a full-time basis? In an unrelated article, Red Sox owner John Henry said yesterday that his team has pretty much maximized their current revenue streams -- don't you think he'd welcome something like this over a full summer?

I know a lot of "purists" will cringe at the idea, but those same purists eventually got used to night games, advertisements on the outfield walls, extended breaks between innings for commercials, the designated hitter -- hell, even integration. All of those ideas make perfect sense now but were frowned upon once upon a time.

And considering just about every professional sports league outside of the U.S. has adopted advertisements on uniforms, there's no reason to think this won't happen sooner or later. Think of it as an added incentive for teams to get better: the better the record, the more TV exposure a team gets (both games and highlights) and the more they can charge for uniform space. It works for NASCAR, doesn't it? Brands would jump at the chance to be associated with individual teams.

Reader Comments (Page 1 of 1)

ADVERTISEMENT
Play Fantasy Football
ADVERTISEMENT