Last Wednesday, as thunder boomed and rain poured over Yankee Stadium, groundskeepers rolled out a tarp to protect the dirt infield. Standard practice, perhaps, but this tarp was in fact a giant branded slice of Glad wrap.
The delay-filled day kept the Yankees and Detroit Tigers off the field for over four hours in a double-header. Fans and players were miserable. Glad, meanwhile, savored every minute of their captive audience.
— New York Yankees (@Yankees) August 2, 2017
While it’s unclear how much Glad paid for the approximately 160 square-foot infield cover, branded tarps are baseball’s newest revenue stream, with major-market teams like the Yankees and Chicago Cubs striking deals that spread messaging during the most dreaded period of any baseball game: rain delays.
“It’s a novel…