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Kaleidoscope Eyes: MLB Properties Unveils New Hologram to Deter Counterfeiters PDF Print E-mail
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Written by Maury Brown   
Wednesday, 08 October 2008 09:46

Hologram on BaseballMajor League Baseball Properties (MLBP) today revealed changes to the holographic devices featured on all its licensed products. The new hologram introduces various overt and covert elements that are designed to make it easier for both consumers and law enforcement to distinguish between licensed and bogus goods. The new hologram, created by OpSec Security, Inc., will appear for the first time on 2008 MLB postseason licensed products.

According to MLB Properties, "The new “red stitch” hologram will include the best features from the existing hologram and introduce new elements that will make the holograms more visually unique and harder to replicate. The new design adds additional color and a sensory element, a raised stitch-like feature, which allows fans to see and touch the holograms to make sure they are real. As before, each hologram will have an alpha-numeric combination unique to that item, the MLB silhouetted batter logo and other covert features. MLB is the first sports league to implement the use of this new advanced technology."

“We are committed to researching and developing new technologies to assure consumers of their item’s authenticity and to stay one step ahead of the counterfeiters,” said Ethan Orlinsky, Senior Vice President and General Counsel, Major League Baseball Properties. “Our fans have come to look for the MLB hologram as a symbol of authenticity on all official Major League
Baseball merchandise.”

“Major League Baseball continues to seek out innovative anti-counterfeiting solutions to leverage optimal protection for their trademark licensing program. OpSec is proud to be MLBP’s partner since the inception of its brand protection program,” said Jeffrey Unger, President, Brand Protection, OpSec Security.

As part of its new offering, MLBP has redesigned the standard domestic hologram, the most common among MLBP’s suite of holographic products. The new hologram is designed to simulate a regulation MLB on-field baseball. It also includes a “stars and stripes” version of the MLB silhouetted batter logo (which interchanges with the regular version of the MLB silhouetted batter logo) and the letters “MLB” imbedded into the background of the baseball imagery.

According to MLBP, over the last five years alone, MLB has seized more than four million pieces of counterfeit MLB goods, and, since 1993, through its membership in the Coalition to Advance the Protection of Sports logos (CAPS), has been involved in the seizure of an additional nine million pieces of counterfeit merchandise featuring the logos of various pro sports leagues and teams, colleges and universities -- valued at more than $329 million.

Source: MLB Properties

Maury Brown

Maury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey. He is contributor to Baseball Prospectus, and is available as a freelance writer.

Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.

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