MLB team helmets to feature ads during postseason through 2027

Advertising will be featured on MLB helmets beginning in the 2024 postseason, the league announced Friday.

MLB has reached a multiyear deal to place the name and logo of German apparel company Strauss on postseason helmets through the 2027 season. The ads will be 5-by-0.92 inches and will be located on both sides of every helmet.

Strauss will also have its name and logo placed on the helmets of all 120 affiliated minor-league teams from 2025 through 2027.

MLB games played in Europe will also see the helmets labeled with the Strauss ad.

MLB began allowing advertising on uniforms during the 2023 season as part of the latest Collective Bargaining Agreement with the MLB Players' Association. Twenty-three teams currently feature a jersey patch ad.

When the CBA was announced in March 2022, it was originally stated that helmet advertising would begin that October, but the league decided to take its time finding a partner. Helmet ads have been used by MLB teams in the past but only for select games played overseas.