MLB’s Trademark Strategy: Protecting Iconic Logos and Phrases from All-Star Games to Classic Baseball Terms

The 2026 Major League Baseball (MLB) All-Star Game and Home Run Derby, held at Citizens Bank Park in Philadelphia, drew significant attention for its on-field action. Yet, behind the scenes, MLB’s visual branding for the event demonstrated a robust trademark strategy that often goes unnoticed by fans.

Each All-Star Game features a specially designed trademark that incorporates the main MLB logo, stylized text naming the event and location, and graphics emphasizing the host city. For example, the 1991 All-Star Game logo in Toronto and the 1992 logo in San Diego each featured unique designs registered as trademarks. This year’s logo included a distinctive Liberty Bell graphic behind the text, symbolizing Philadelphia’s heritage.

Historically, the ALL-STAR GAME wordmark has evolved in its design elements. Prior to 1992, separators between "All" and "Star" varied among a hyphen, bullet, or the MLB logo. Since then, a star or asterisk has consistently served as the separator, appearing not only during broadcasts but also on merchandise such as T-shirts and sweatshirts.

Trademark protection of MLB branding was not always as comprehensive. When the All-Star Game began in 1933, there was no trademark protection or merchandising associated with the event. Notably, the MLB logo recognized today was introduced approximately 35 years later and has undergone only minor changes since. A comparison between the 2001 and 2021 MLB logos illustrates this subtle evolution.

Beyond event logos, MLB holds numerous trademarks on words and phrases integral to the sport. Registered acronyms include AL and NL, representing the American League and National League, respectively, along with logos for each league’s divisions. Additionally, trademarks cover playoff-related terms such as “NLCS” (National League Championship Series) and classic baseball phrases like “TAKE ME OUT TO THE BALLGAME,” “WHAT A GAME,” “QUICK PITCH,” and “SPRING TRAINING.”

However, MLB’s trademark applications have not been universally successful. In late June 2026, the United States Patent and Trademark Office (USPTO) issued a Final Rejection for MLB’s application to register the mark “PLAY BALL” for use on clothing. MLB sought to register the phrase without any specific font or stylization, arguing its origin from baseball umpires starting a game. The USPTO Examining Attorney, citing the Lanham Act, concluded that “PLAY BALL” is an informational phrase and therefore not eligible for trademark registration.

This recent refusal underscores the challenges in securing trademark protection for common phrases, even when they are closely associated with a sport. MLB’s extensive portfolio, however, demonstrates how a well-executed intellectual property strategy can protect a wide range of assets—from complex logos to simple acronyms and phrases.

For organizations seeking to safeguard their brands, MLB’s approach highlights the importance of strategic trademark registration and the value of expert legal counsel to navigate the nuances of USPTO requirements.

This article provides a general overview of MLB’s trademark protections and should not substitute for specialized legal advice tailored to individual circumstances.