Ad Idea May Be a Little Patchy

As a way to increase revenue, major league baseball is considering the sale of small patches of advertising--less than two inches probably--on the uniform sleeves of its players, an industry official said Wednesday, adding it is doubtful the plan would be implemented during the 1999 season, which begins Sunday night.

“We’re considering a lot of different things in the revenue area and nothing is definite,” said Paul Beeston, baseball’s chief operating officer.

Beeston would not discuss specifics of the patch concept, but a source said that under one of the plans being considered, baseball would allow teams to sell the patches to local advertisers, with revenue shared among all clubs when it reached a certain level.

Currently, baseball allows uniforms to carry only the manufacturer’s logo. An “R” for Russell Athletic is visible on the sleeve.

While the tentative plan would go beyond that, the source said it would not reach the level of NASCAR or other race drivers, whose jump suits are full-length billboards.

“I certainly don’t think we ought to become race-car drivers,” Dodger shortstop Mark Grudzielanek said.

“I don’t think this would be a good thing or they should be allowed to do it. You don’t want to start having all kinds of different colors on your uniforms. It’s not a good idea because it’s tacky. It’s all about making money, but this just isn’t a good idea.”

Dodger General Manager Kevin Malone refused to comment on the idea of advertising patches, but said, “With player salaries escalating, we have to look at and we have to explore different ways to generate revenue. That’s just the reality of where we’re at right now, but we have to be careful how we handle that.”

Baseball produced revenue of $2.4 billion last year, with about $1.4 billion going to player salaries. The Dodgers, like all clubs, are exploring ways to increase their percentage. They have increased advertising within Dodger Stadium, will rent the stadium for special events when the team is on the road this year and are planning a postseason renovation that will include construction of luxury boxes.

While baseball uniforms are considered the most traditional in sports, they have also undergone marketing-influenced changes over the years. Teams have changed uniform and cap designs, or created new apparel for special occasions, to enhance the retail sale of replica items through Major League Baseball Properties.

Dodger President Bob Graziano said he hasn’t seen any designs, but “my sense is that [the patches] can be done tastefully” and in a way that doesn’t “overwhelm the uniform or conflict with sponsors.”

“Major league baseball,” he said, “is simply trying to do what the clubs are trying to do on an individual basis, and that is to increase revenue to support the cost structure.”

Said Angel right fielder Tim Salmon: “If you can generate revenues and bring more equality [among the teams], it would be worth exploring.”

Salmon said there could be a conflict for players who do a lot of commercials but that he would be in favor of the concept as long as the patches were small and not garish. “You don’t want it to be like Little League, where you’re playing for Tony’s Tortillas or something,” he said. “I don’t want to look like those Indy-car racers with all those patches. You want it to be a baseball uniform, not a walking billboard.”

Times staff writers Jason Reid in Florida and Mike DiGiovanna in Arizona contributed to this story.

DODGERS: On the last day in Florida, Malone likes the way team has come together. Page 8

ANGELS: Finley, Salmon injured in final game in Arizona, but not seriously. Page 8