Signs of the Times

Paul Steinbach Headshot

Advances in signage technology have made it easier for advertisers to communicate with fans at sporting events, but venue operators must balance sponsorship revenue against spectator revolt.

A year ago this month, Major League Baseball found itself caught in a public-relations rundown. A proposed deal with Columbia Pictures worth a reported $3.6 million called for "Spider-Man 2" movie logos to appear on the bases, pitcher's mound and on-deck circles in every MLB park for three days in June. But as soon as details of the deal went public, fans, club owners and even members of Congress took aim.

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