NEW YORK -- Major League Baseball is considering selling small patches of advertising on the uniform sleeves of its players as a new way to increase team revenue.

Baseball's tentative plan, one company official said, would probably have teams sell the advertising patches to local corporations. When revenue reached a certain level, it might be shared with other clubs. Only companies in the tobacco, alcohol and broadcast businesses would be barred from the program.

Until now, baseball has allowed uniforms to bear only the manufacturer's logo. Currently, an 'R' is visible on the sleeves, for Russell Athletic. In the NFL, uniforms carry the logo of one of four apparel makers -- Nike, Puma, Adidas or Starter -- on both jersey sleeves.

At the opposite end of the spectrum are athletes in sports like auto racing; the jumpsuits of NASCAR drivers are plastered with the logos of their sponsors. Golfers and tennis players also wear caps and shirts with logos.

Howard Smith, vice president of licensing for Major League Baseball Properties, would not discuss the possible plan, saying only, "We've talked about everything. But we're not close to anything."

Pub Date: 3/31/99