Has Major League Baseball Lost the Marketing Battle?
July 22, 2011 · Devon Teeple · Jump to comments
Article Source: Bleacher Report - New York Yankees
Rumours are running rampant about baseball losing it appeal to masses. Except through nearly 50 games, total attendance is nearly on par with 2010 (36,594).
If everything is good, why does baseball seems like it is stuck in the doldrums when compared to the marketing of say the NFL, NBA and even the NHL?
The last big baseball commercial featured Greg Maddux and Tom Glavine and their obsession with the long ball. Perception is reality, and it seems that MLB is severely out of touch with the current generation in regards to marketing.
When I say that, I mean music, commercials, video games etc.
If you pick up a Madden or an NBA game for PS3 or Xbox, their soundtracks are littered with additions from artists that are relevant in today’s society.
For example, MLB 11: The Show is highlighted with 311 and Big Pun. That would be great if it was 1999. 2K11 features the Jackson 5, ACDC, Queen and Bon Jovi. What?
If my dad was buying the game, the soundtrack might work.
NBA 2K11 is brought to you by Drake and Snoop, while NHL 11 busts out some Bouncing Souls and Dropkick Murphy’s.
If you asked any casual sports fans to name anyone in a NBA or NFL commercial, the answer is simple: Peyton Manning, Tom Brady and/or LeBron James and Kobe Bryant.
Jockey, Gatorade and Under Armour are filled with their sport’s poster boy’s: Tim Tebow, Michael Jordan and Brady.
I understand that the MLB is based on tradition, and why fix something that’s not broken, but break the mould and promote someone other than Derek Jeter. Even his star is not shining like it used to.
Success is not measured in attendance. It’s measured by TV revenue and franchise valuation.
Of the four major sports, Major League Baseball does not have a team in the top 25 except the New York Yankees (No. 3). The Boston Red Sox come in at No. 31, followed by the Dodgers at No. 38.
Does the game have anyone who is bigger than the brand itself? Who can the casual fan relate to?
Is MLB promoting any potential future stars on something other than mlb.com? Bryce Harper is the LeBron of baseball, and there is rarely if any news on him.
Why is the MLB All-Star weekend the last thing on anyone’s watch list?
Is completely derailing the steroid era necessary? That era is now a part of the game’s history. Obviously there were good times and bad. The only positives reported are test results.
Baseball continues to battle with itself to remain with tradition, while continuing to try and remain relevant.
The NFL has embraced its image. Every fan can talk about old gridiron legends, but one thing we do now for sure is who the current and future stars are.
As fans, we will never forget what the greats accomplished, but we still need to know what the current generation is up to.
Devon is the founder of The GM’s Perspective
Devon is a former professional baseball player with the River City Rascals& Gateway Grizzlies, and is now an independent scout.
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