Sport is a huge portion of global advertising dollars, and one of the ‘Big Four’ might not have a season this year. Due to failed negotiations between the players association (MLBPA) and the MLB owners, the first two weeks of the season are already canceled. There is the potential to lose out on over $1 billion in ad revenue if the lockout continues. Many of the league’s largest sponsors include Gatorade, Google, Taco Bell, and T-Mobile. These ad revenue losses could work their way into individual contracts for players as well if this continues. Sure, baseball is no football, but it does occupy particular sources of American viewership. In some of the hottest months of the year, baseball and its advertisements are one of the prominent sources of ad spending in the United States.