Brewers Announcers Integrated Diaper Ads Into Broadcasts
Radio hosts adopted a unique sponsorship strategy throughout the 2026 Milwaukee Brewers baseball season.
Updated on Sept. 29, 2026 in Baseball
Live Poll
Do you believe using direct language for personal health products helps reduce social stigma?
During the 2026 Milwaukee Brewers baseball season, radio announcers Lane Grindle and Josh Maurer integrated advertisements for NorthShore Adult Diapers into game broadcasts. The campaign featured ad-libbed mentions during play-by-play segments, such as pitching changes and home runs.
Why it matters
The campaign aims to reduce social stigma surrounding adult incontinence by using direct, lighthearted terminology on air. NorthShore, an Illinois-based company, seeks to increase brand awareness while addressing the reality that many people delay seeking medical care for years due to embarrassment.
NorthShore Care Supply is a 25-year-old company that began its sports broadcasting sponsorship strategy in 2023. Research cited by the company indicates that individuals typically wait 6 to 10 years before seeking professional medical help for incontinence.
The players
Lane Grindle
He served as a radio announcer for the Milwaukee Brewers during the 2026 season.
Josh Maurer
He worked as a radio announcer for the Milwaukee Brewers alongside Lane Grindle during the 2026 season.
NorthShore Care Supply
This Illinois-based company produces adult incontinence products and has expanded its brand through sports broadcasting partnerships.
The details
Announcers were given creative freedom to weave the product mentions into their commentary, including during a grand slam call on September 11, 2026. Listeners have responded to these integrations by sending letters to the stadium expressing support for the normalized conversation regarding incontinence.
Timeline
The sponsoring company was founded 25 years ago.
The CEO first conceptualized the sports sponsorship strategy in 2021.
The company initiated its sports broadcasting efforts in Chicago in 2023.
The Brewers broadcast sponsorship occurred throughout the 2026 season.
On September 11, 2026, an announcer integrated the advertisement during a grand slam call.
Season Trajectory
This integration signals a shift in the sports broadcasting sponsorship model, which traditionally avoids personal health products in favor of automotive or beverage brands. The campaign positions NorthShore to challenge conventional advertising boundaries across Major League Baseball.
Listeners and sports fans can expect to see increased attempts by brands to utilize non-traditional advertising categories within live play-by-play. The success of this campaign may influence future sponsorship inventory available during standard radio broadcasts.
The takeaway
Using direct language in public forums can help normalize medical conversations that are often hidden due to social stigma. Readers experiencing similar health issues may find encouragement to speak with a healthcare provider sooner rather than waiting years to address their concerns.
Further reading
For more information on the current landscape of team partnerships and media, visit Baseball.
Source note: This article includes information reported by Journal Sentinel.
Live Poll
Do you believe using direct language for personal health products helps reduce social stigma?
