Isn't this all a bit much? Not according to MLB spokesman Derrick Johnson. "We have tremendous brand equity in that logo," he explains. "So this year we're proactively positioning it, not just as a sports brand but as a lifestyle brand." OK, but how does printing the MLB logo onto second base advance the game's, um, lifestyle agenda? "If someone steals a base, and it's a record-setting base, or if a base gets auctioned off as memorabilia, the logo tells people that the base is authentic and official." But anyone looking to acquire an authentic home plate should be wary—the MLB logo doesn't appear there. Not yet, anyway.

Contributors: Neil Demause, Stu Hackel, Paul Lukas
Sports Editor: Miles D. Seligman

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