El béisbol ha regresado oficialmente, ya que la MLB y la MLBPA terminaron su cierre patronal de 99 días el jueves al acordar un nuevo acuerdo de negociación colectiva. Una vez que se reanude el juego, los fanáticos notarán algo diferente en las camisetas de sus equipos: anuncios.
Por primera vez en la historia de la MLB, los uniformes de los jugadores de la liga según se informa publicidad característica. Los anuncios aparecerán a través de parches en las camisetas y calcomanías en los cascos de bateo.
Los anuncios de camisetas, que se han visto durante mucho tiempo en Europa, Asia y América Latina, se han vuelto casi omnipresentes entre las principales ligas deportivas profesionales de EE. UU. La MLS los introdujo en 2007 y la NBA hizo lo mismo en 2017. Ya aparecen en los cascos de la NHL y, en agosto pasado, los propietarios de la NHL acordaron agregarlos a los uniformes de su liga en la temporada 2022-23. NASCAR ha presentado durante mucho tiempo publicidad en los autos y trajes de carreras de sus conductores.
Después de la decisión de la MLB, la NFL es ahora la única liga sin planes para la publicidad de camisetas.
La NBA es la liga más reciente en agregar publicidad de camisetas, y el movimiento ya ha valido la pena. Según Boardroom, el programa de parches de camisetas produjo un valor combinado de $225 millones para la temporada 2021-22, más del doble de las estimaciones originales de la liga.
«Hemos visto un tremendo crecimiento de este activo [in terms of both] los ingresos y el calibre de las marcas, tanto nacionales como globales, que se asocian con nuestros equipos», Amy Brooks, presidenta de marketing de equipos y operaciones comerciales de la NBA. dijo el pasado diciembre.
Junto con la publicidad de camisetas, MLB presentará lo siguiente como parte de su nuevo CBA: una postemporada de 12 equipos; bateadores designados en la Liga Nacional; un sorteo de lotería para las primeras seis selecciones; incentivos de selección de draft; límites a la cantidad de veces que los jugadores pueden optar a las ligas menores; y una ventana de 45 días para que MLB implemente cambios en las reglas.
La temporada 2022-23 de la MLB está programada para comenzar el 7 de abril, siete días después de lo planeado originalmente. La agencia libre comenzó el jueves por la noche, mientras que los entrenamientos de primavera abrirán el domingo 13 de marzo.
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