MLB Sold Ads on Players’ Batting Helmets for the Postseason

I missed this announcement from MLB a month ago:

Major League Baseball today announced a new multi-year international partnership with European workwear leader STRAUSS that makes the German company the Official Workwear Partner of MLB. The partnership marks STRAUSS’ first league-wide deal in the United States. STRAUSS entered the U.S. market in late 2023, and American brand awareness is the cornerstone of its marketing efforts. The new partnership also affords STRAUSS marketing rights with MLB across Canada, Mexico and Europe. As part of the deal, STRAUSS’ name and logo will adorn MLB batting helmets during the Postseason and regular season games in Europe, as well as MiLB batting helmets all season long, beginning in 2025.

But I couldn’t miss it watching postseason games on TV this week: there’s a ridiculous-looking “Strauss” on both sides of every player’s batting helmet now, as prominent as the team logo on the front. It looks even more desperate and obsequious on the helmets than it does printed in all-caps in MLB’s bootlicking press release. This is the sort of gimmick you expect from a struggling independent minor league team, not Major League Baseball.

They should’ve put the rights to these on-helmet ads up for public auction. I’d have chipped in for a fan-backed initiative to buy that on-helmet ad space to affix this slogan: “FIRE ROB MANFRED”.

★ Friday, 4 October 2024