Yesterday’s announcement that Under Armour will be taking over the MLB uniform business brought with it an added bit of news: for the first time, beginning in 2020, baseball uniforms will feature the maker’s logo on the front of the jersey. From Paul Lukas of UniWatch:
While the Majestic logo has appeared on MLB sleeves, the Under Armour logo will be appearing on the upper-right chest area.
Lukas has a bunch of Photoshopped images of MLB players wearing uniforms with UA logos on it to give us a sense of how it will likely look.
It’s certainly weird and in some cases even a bit jarring. It would be my preference not to see baseball uniforms go this route as I think they’re aesthetically pleasing parts of the game in and of themselves. But it’s inevitable. If there is a chance for leagues and sponsors to make money and if it doesn’t cause them to lose fans (i.e. lose money) they will take it. You can say you’ll give up baseball if they put corporate logos — including paid advertisements, not just the logos of the companies which make the gear — but you’re lying to yourself about that. You and I will complain and grumble and then we’ll get used to it. At some point, after a couple of years, we’ll start talking about which ads look better and which ones look worse and applaud particularly savvy and pleasing looking logos.
As I wrote back in April when the NBA approved ads on uniforms, there may even be a bright side to all of this.
Sports teams have had it both ways for a long time. They’ve worked to make a buck off of anything that isn’t nailed down all the while pretending to be something greater than any other business. They play on our nostalgia and our loyalty in order to portray themselves as something akin to a public trust or institution, entitling themselves to perks no other businesses get and the avoidance of regulation. By turning players into walking billboards, perhaps the four major North American sports will inadvertently make some folks realize that they are just businesses and that they aren’t deserving of such special treatment.
I’m not holding my breath about that, but anything that takes away even a bit of the faux public trust luster that sports leagues and teams use to manipulate their fans is a good thing. Maybe it’ll make, say, the Yankees or the Dodgers look less venerable and sharp. But maybe it’ll remind people that they’re just business units of a $10 billion industry, not some fourth branch of government or whatever.