This thread reminds me of a little sidebar in baseball history. The 1976 Atlanta Braves decided to put nicknames on the backs of the players' jerseys. Recently signed free agent Andy Messersmith wore a jersey with the nickname "Channel". He also was assigned jersey number 17. Well, it just so happened that the Braves were owned by Ted Turner, who also owned WTBS, the TV station on which the games were broadcast and which was one of the first nationally-distributed cable channels. Oh, and by the way, WTBS was channel 17. At that point commissioner Bowie Kuhn stepped in and pointed out that advertising was not allowed on MLB uniforms. That put an end to the nickname-on-jerseys thing for the team.