Why MLB batting helmets have promotional logos: The league is making noticeable changes for the 2024 playoffs

The Major League Baseball playoffs begin Tuesday afternoon with the start of the best-of-three Wild Card Series. (The full postseason schedule can be found here.) When players take the field for the October opener, you'll notice one key difference between playoff baseball and regular-season baseball: the addition of an advertisement on both sides of each individual batting helmet .

Last month, MLB announced a multi-year partnership with STRAUSS, a German apparel company, in which the company name and signature Ostrich logo will adorn batting helmets for the duration of the postseason. The gauges are five inches wide and nearly an inch high and are located on either side of each player's helmet. MLB's agreement with STRAUSS runs through 2027. The company will run ads on helmets for all MLB postseason and regular season games played in Europe, as well as all minor league games (regular and postseason) starting next year.

“We are proud that STRAUSS has selected Major League Baseball and Minor League Baseball as the marketing platform to introduce its brand to the U.S. market,” MLB Deputy Commissioner for Business and Media Noah Garden said in a press release the sponsorship was announced. “The fact that our two organizations have so much in common – generational legacy, teamwork, dedication to a craft, recognition of a job well done – is a key to what makes this partnership so compelling, and we look forward to working together.” the coming years.

MLB's willingness to display advertising on its batting helmets should come as no surprise. On-uniform advertising has long been popular in international sports leagues, and American leagues have begun to catch up to provide an additional revenue stream. MLB itself has allowed teams to wear individual promotional patches on their jerseys since Opening Day 2023. According to SportsLogo's Chris Creamer, 23 of the 30 teams had a promotional patch as of August 1, 2024.

It is not yet known how much money MLB will receive from STRAUSS as part of their partnership. The Athletic reported in August that the league average for endorsement patches is about $7 million to $8 million. The New York Yankees, for their part, reportedly collect at least $25 million per year under their contract with Starr Insurance. The Yankees' deal suggests there's a lot of money to be made in such arrangements.

MLB helmets have been promoted at recent international games, including this year's Seoul Series, Mexico City Series and London Series. However, these displays were only visible on one side of the helmets, facing away from the pitcher and the center field camera.

MLB announced several other news related to the uniform earlier this week. Starting next summer, each player will wear their own team's uniform during the All-Star Game instead of a league-specific uniform with team patches. This is a reversal of the way MLB handled the All-Star Game prior to the 2021 season.

Additionally, Nike and Fanatics will return to their old uniform approach for the 2026 season. Their attempts this season to introduce a new, lighter jersey were met with criticism from players, fans and media alike. Two particular lightning rods were the smaller name tags and pants, which appeared more transparent. As MLB Players Association chief Tony Clark said in the spring, “General concern is the crux of the matter.”