Twins Video
Back to reality now- these days, nearly everything has a sponsor, and in 2023 Major League Baseball (MLB) jerseys will be no exception. For helmets, sponsorship might even come as early as the 2022 postseason.
In March, news broke that MLB and the MLB Player's Association (MLBPA) had agreed to implement jersey advertising as a part of its new Collective Bargaining Agreement. Now, fans have a little more clarity on what these jersey sponsorships will look like. According to recent guidance from the league, individual clubs can begin reaching sponsorship deals for patches beginning in the 2023 season. If a team does not get a deal done, they will not have a sponsor patch, it's on them. Logos will be 4-by-4 inches and can be placed on either the right or left sleeve of the team’s on-field uniform. A team must stick with a sponsor for at least a year, and they must use the same logo for at least a season too.
On April 19, the San Diego Padres became the first MLB team to announce a jersey sponsor deal- a 2023 partnership with Motorola. The Padres also released a mockup of what their 2023 jerseys will look like with the Motorola "M" on the sleeve. No, Chris Paddack, it’s not a UPS logo.
When negotiating jersey sponsors, teams will have a few constraints. The league and MLBPA must approve all the planned patches, and patches advertising alcohol, betting and media brands are prohibited.
Fans will be given the option to buy jerseys with and without the sponsor logo. Team stores will sell authentic jerseys with sponsor patches at the ballpark, and replica jerseys sold by retailers will come without them.
While jersey patches will not arrive until 2023, helmet decals could arrive as early as the 2022 postseason. However, unlike sponsor patches, helmet decals will be a league sponsor, not negotiated by the individual team.
Jersey and helmet sponsor patches are not entirely new- MLB teams have used them during special games in the past like the 2019 Yankees and Red Sox London Series and its past Opening Day games in Japan.
The NFL is now the only major U.S. professional sports league without plans for jersey advertising. Major League Soccer was the first to implement jersey sponsor patches in 2007. Next came the NBA, which added small sponsor patches on the front of jerseys during the 2017-2018 season. The Minnesota Timberwolves are currently on their second uniform sponsor, Aura, after having partnered with FitBit for three seasons. The NHL, which already has helmet sponsors, also plans to allow jersey patches during the 2023 season.
My take: Baseball uniforms are synonymous with tradition. Look back at pictures of uniforms from the very beginning of baseball in the 1800s and it is evident that uniforms really have not changed all that much, especially considering the amount of innovation in all other aspects of the game. Yes materials are better, the size of shirt collars have shrunk, and the fit of baseball pants is tighter (especially if you are Robbie Ray), but uniforms have remained largely unchanged since the beginning of baseball. Do modern MLB jerseys really need buttons down the front? Not really, outside of the fact they’ve always had them.
Considering advertising has permeated nearly everything in sports (3M Arena at Mariucci, anyone?) I am not surprised that MLB jerseys are the next frontier. But I dislike how ads have crept onto jerseys across sports, especially in baseball and hockey, two sports heavy in tradition with their uniforms.
I know that it is within MLB’s rights to raise money how they want, and inventing new places to advertise is essentially like printing free money, but I do not like the direction this is going. Not everything needs a sponsor, not everything needs to be monetized. I don't mind ads on walls or boards, but the players themselves? Ads on players effectively transform them into walking, sliding billboards and make the jerseys look amateurish.
"The sleeve makes them look like the Motorola Padres," one of my friends said when I sent him the Padres jersey mockup.
Without exception, sponsor patches subtract from the uniform. At best they’re not an eyesore and still a reminder of the ever-accelerating creep of advertisement and profiteering into every aspect of our lives. And it’s the owners who will keep the profit, by the way.
While I’m relieved that the logos are only allowed on the MLB jersey sleeves and not the fronts, the logos are jarringly huge. At 4-by-4-inches, they are much larger than what is allowed on current NBA jerseys. The NBA logos do not bother me quite as much due to their smaller 2.5-inch by 2.5-inch size. And while I am also relieved that the MLB sponsor decal is on the side of the helmet and is not replacing the team logo, to me, it just makes the helmet look busy and cheap.
Regarding the Twins specifically, I really enjoy the non-sponsor patches the team currently has on their jerseys. On the Twins’ dark blue road jerseys, the Twins circular logo appears on the jersey’s left sleeve (seen in the feature photo above), and on the Twins’ home white jersey, there is a blue Minnesota overlaid with Minny and Paul shaking hands. Some Twins jerseys, like the throwback baby blue jerseys that the Twins wore in 2021, have a patch on both sleeves. But these patches serve as decoration, a pop of color, and in the case of the Minny and Paul patch, a unique nod to the team’s tradition and history, not advertisements. I am curious if in the future patches will be allowed on both jersey sleeves. It seems that, if there is money to be made, these fun, non-advertising jersey patches will be disincentivized.
There is also the "slippery slope" argument. Yes, ads are allowed on one sleeve for now. What is stopping MLB from allowing ads on both sleeves, the front, or back of the jerseys next- outside of tradition?
Overall, chalk me up as being one of the fans who will buy replica jerseys without the sponsor patch. Hey, if the brand wants me to advertise, they can pay me, not the other way around.
What are your thoughts of the jersey patches and helmet decals? Leave a COMMENT below,







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