cheap trazodone free delivery order triamterene beconase aq sublingual dosage what genetic disorder is caused by an extra sex chromosome safe pain meds for cats swiss legend trimix review erection packs 1 without methylprednisolone acetate injectable the chepest cleocin where to spend honor points alliance mop danazol mg buy erythromycin to buy from europe canadian ortho tri cyclen amoxicillin 875 mg for uti where purchase l-tryptophan buy pravachol in australia cheap cialis 20mg online stieva-a 0.025 uses singulair cost with insurance can you only get haridra on prescription fucidin h cream acne reviews mirapex sale viagra soft online india aldactone 50 mg tablet american phenergan buy cheap proscar prednisone prices at costco how to take lasix bodybuilding buy zofran online canada cialis canadian prices mirtazapine withdrawal side effects lukol without script canadian online pharmacy safe generic precose switzerland glycomet usa zoloft order online carafate canada head office where can i buy cleocin purchase fertomid pills atomoxetine hcl mechanism of action z pack antibiotics during pregnancy zantac generic reviews what does generic hyzaar look like tesco pharmacy slough opening times penegra uk next day delivery trusted medstore online best medicine for abortion in pakistan lipitor canadian source generic name alesse 28 paxil withdrawal symptoms lawsuit kamagra 100 mg (generic viagra) how to take periactin to gain weight is flonase nasal spray safe during pregnancy buying drugs from canada pros and cons how much does maxalt mlt cost prilosec alternative medicine triamcinolone hexacetonide injection ordering protonix zestril ordering no prescription 1001 nacht basel allegra what is fluoxetine medication purchase abilify 15 mg toprol xl canada prescription atacand tablets for sale cost of serevent diskus over the counter prilosec generic new depression medication 2012 viibryd levitra 10 mg 4 film tablet prospektu"s buy generic acyclovir can cymbalta cause weight gain seroquel on line in the canada dostinex tablet price cheap albendazole buy online how to take brand advair diskus where to buy pain meds online zaditor canadian pharmacy cheap clonidine us fast rumalaya deleviery is seroquel a prescription drug order finpecia without prescription doryx side effects acne low cost pharmacy indianapolis madison prometrium prices at costco metoprolol dose for hypertension indian pharmacy effexor xr buy cialis super active lowest price where can i buy cardizem mg anastrozole get rid of gyno diflucan canadian source buy cafergot suppositories online canadian health act principles buying strattera online no prescription buy online probalan generic purchase elocon in mexico where is alligator alley restaurant who has prilosec on sale ketoconazole cream what does vc mean in phenergan vc fluoxetine tablets us online order generic xenical aceon 10 mg cost methotrexate and cough medicine levothroid pharmacy online lanoxin cheap uk keppra weight gain how to take clomiphene citrate for women what strength does mirapex come in order generic micronase where to diamox elavil lawsuit settlements malegra dxt canada overnight delivery generic propecia safe to use buying generic viagra in the us can you buy avalide in ireland long term effects of accutane on women what is lisinopril 10mg tablets raclet allegra for sale all types clozaril pills top 10 online anacin sites no prescription buy hyzaar order how much does zovirax cream cost para que se usa baclofen western drug zithromax resources for capoten is it legal for americans to buy drugs from canada finast medicine biaxin dosage instructions buy generic diamox lov cost vpxl order bactrim online no presctiption how to take caverta 100 aristocort where can i buy it fineviagra com br remeron capsules robaxin medication order harder erection pills for men torsemide 5 mg tablets indocin generic release date wellbutrin cheap uk caverta canada head office generic imitrex no prescription atarax 25mg tabs aspirin dosage too high que pastilla es mejor viagra o cialis where to buy cialis online forum depakote without a prescription from australia generic lipitor ranbaxy cleocin gel shortage liver damage from methotrexate chloromycetin eye drops micronase wanted online review side effects of bentyl 10 mg watson 540 blue oval pill dosage buy omnicef suspension buy purinethol capsules methotrexate psoriasis alcohol buy accutane with cheap bystolic online reviews on dapoxetine buy flonase hong kong nasal spray lisinopril interactions with other drugs can you buy anacin in ireland diltiazem hydrochloride cream canadian online pharmacy for tadalis sx crestor prescription assistance program best cialis professional prices cheapest methotrexate how to buy ordering nimotop dolonex dt piroxicam tablets elocon side effects ointment gold vigra review to buy aciphex generique lopressor 100 mg proscar birth control online us pilex no prescription canada compare prices adalat billig lozol online kaufen ciplox oz tablets buy skelaxin generic average daily dose of wellbutrin how to use provera and clomid together prescription nausea medicine during pregnancy elavil from europe alli para adelgazar precio generic avapro drug xanax erowid dose buy dapoxetine online at canada pharmacy cost of zofran iv viagra tables for sale australia order nootropil pill florinef best price what conditions does ceftin treat can you get differin over counter auto rx buy buy nitrofurantoin 100mg online prazosin by mail order what type of seizures does keppra treat where prometrium furosemide combination product buy diflucan online reviews luvox cr online buyers of sumycin canada cialis vs viagra uk canadian pharmacy avapro all types clonidine pills overnight pharmacy order deltasone hytrin spain over counter buy snovitra super power 15mg online nexium side effects dizziness cheap lynoral buy online rumalaya reviews and dosage donde comprar finasteride madrid prevacid discount code finpecia prescription coupon alphagan medicine online evista overseas buy online menosan generic avapro tablets 300 mg side effects of depakote er 500mg strattera india companies only advair diskus online usa no prescription nizagara birth control online mexico unisom drugs for sale online sale of yasmin low price clozaril uk how much is my prescription without insurance rosuvastatin generic available acheter prandin prometrium generic brand stats counterbalancing what is levothroid 50 mcg tenormin on line in the mexico can you order promethazine with codeine online drugs similar to crestor high blood pressure medication bystolic tesco viagra stores augmentin 100mg pharmacies depakote online what does olanzapine help with how to take topamax for weight loss can you buy a generic singulair where to buy malegra fxt what are the most common side effects of depo provera online diakof india no prescription antibiotics canada micronase pas cher italie cialis sublingual 40mg norvasc delivery uk danazol no prescription compare prices mail order generic roxithromycin zyvox 600 mg price online pharmacy cost of generic lexapro does viagra do healthy man over the counter order augmentin online order naprosyn overnight lamisil without prescription canada olanzapine withdrawal hell get cleocin toronto valtrex 500 mg 10 tablet fiyat? where accutane canada dapoxetine generic cheap costs i want to pay some strattera viagra plus from usa pharmacy tamoxifen tablets buy where to buy cheap generic female cialis cheap yasmin birth control australia femcare legal us can you buy lamisil online drugstore terbinafine buy lozol online in usa american alliance of museums members where alli how to use omnicef what does flonase help with allergies stromectol online buy liv cost comparison prescription drugs online canada order viagra soft online uk avalide with no perscription side effects of maxalt 10 mg premarin cost canadian order exelon tablets tadacip sale fda approved cod female cialis tablets online how to use nymphomax social anxiety medication weight loss how much is sinequan tablets pharmacy has best price methotrexate buy lexapro 50 motrin online bestellen where to get famvir pct dulcolax without prescription florida viagra professional to buy viagra a t superdrug what is seroquel good for use of inderal medicine flomax how to buy buy bystolic generic nitroglycerin dosage chest pain achat de cialis pas cher is it legal to buy viagra acquisto lamictal sicuro online order generic fosamax atorvastatin vs simvastatin dosage epivir-hbv tablets side effects arimidex max dose purchase lasix 500mg augmentin pill shortage non persciption erythromycin quiero comprar doxycycline toprol side effects generic phone in order for amitriptyline order singulair 10mg how to use cytotec abortion how much does viagra cost in tijuana naprosyn delivery uk can i buy antibiotics for my dog online drugs dose flagyl dogs tamoxifen menstrual cramps symptoms of withdrawal from trazodone insomnia buy accutane with isotretinoin generic heartworm meds for dogs no prescription atorlip-5 max dose nimotop from canada purchase cheap order zithromax macrolide levitra plus by mail paxil for sale online compare prices benemid buy shatavari australia depakote phone orders is anafranil a prescription drug buy skelaxin online india viagra without prescriptions uk aciclovir mg buy buy tetracycline online with bacterial augmentin australia companies only zanaflex drugstore.com zyprexa overdose fatal how often to use benzaclin buy online prednisolone generic current lithium price all types shatavari pills where to get plavix levitra pills free buy trileptal quick top 10 online ginette-35 sites colchicine generico online buy atorlip-20 online india generic medrol uk paypal buy ampicillin online from australia how to use singulair effexor xr pharmacy coupons getting keppra in australia ayurslim cost in canada buy antivert online without a prescription anacin from europe where to get phenergan over counter paxil buy abilify us discount long time side effects dostinex what does digoxin do to the heart sarafem 100mg cheep inderal without a script discount canadian pharmacy ditropan flagyl oral tablet 500 mg ou acheter du viagra sur internet forum is there a drug comparative to femara clorfenamina tabletas 4mg can you get inhalers over the counter uk comprar protonix pela internet buy actos uk diet buy canada no prescription for digoxin what does trazodone 150 mg look like orlistat nhs prescription price xenical ireland canadian glucotrol xl xenical online in stock actonel prices costco cheap cialis trial packs cost of alli pills buy lantus online cheap order bupropion online us arava prescription only cheap amoxil usa pharmacy is zyban funded in new zealand metformin hydrochloride tablets i.p 850 mg research grade requip medicine online no prescription needed cost of yagara without insurance alli diet pills discount voucher codes canadian lariam without script moduretic tablet sale serpina perth australia buy ginseng in bulk strattera daily use reviews how to get amaryl suppliers of caverta in us trandate usa pharmacy femara comprar compare prices artane alli capsules 42 pack generic uk paypal alli atorlip-5 dose nizagara india where can you buy nizoral easy buy amaryl for daily use cheapest prices nizoral tablets online online pharmacy without a prescription aldactone dosage pre contest nolvadex for sale philippines minomycin pas cher buy erexin v mg citalopram hbr 20 mg generic z pack antibiotics sinus infection zebeta mg buy sildenafil citrate tablets uk xenical generic available singulair 10mg side effects research grade cialis professional cheap cardizem 100 mg discount medrol keflex paypal robaxin from europe where to buy robaxin without a prescription buy online alli medicine in alberta ca mixing zithromax alcohol how much is indinavir tablets very cheap ortho tri-cyclen cheap zerit buy online retin a cream online pharmacy diovan online canada how to use viagra properly bupropion usa sale cheap atarax my diflucan coupons purchase vermox in mexico how much is albenza tablets where was broadchurch filmed itv donde puedo comprar una membresia xbox live gold maxaman prescription coupon cheap generic promethazine zentel preturi cefadroxil side effects joint pain buy livestock chickens buy levaquin 10 what are the side effects of stopping fosamax order drugs from canada with prescription how much will benadryl cost buy cefadroxil hong kong viagra online deutschland bestellen buy lozol no prescription fast delivery viagra originally heart medication tenormin 25 mg where to buy in usa what is pfizer vgr 100 used for aspirin 500 mg price holistic medicine low back pain generic glucophage manufacturers safe buy nitrofurantoin online ventolin otc uk buy kamagra online no prescription us femcare to buy in england best generic cialis prices cipro cheapest rate zyban reviews weight loss can i make fml forte phone in order for strattera qsymia belviq why does levothyroxine need to be taken on an empty stomach biaxin birth control online mexico ordering alesse here in canada ciproxin 750 mg tablets trimox for sale discount duetact mg pukka shatavari reviews dove comprare abilify original diclofenac gel online altace pharmacies discount ramipril prevacid 42 count lowest price danazol tablets for sale cost comparison order roxithromycin view topic cheap prices celebrex carbozyne over counter uk can you buy trental in ireland cephalexin cost comprar clomid online how to take nolvadex seroflo cheap price viagra plus order buying capoten for dogs doxazosin mist canada generic equivalent for toprol xl alli tablets in spanish how to use avandamet can order pyridium online motrin 100 thalidomide disaster in germany in 1958 ampicillin tr 500mg for acne chloramphenicol legal in england exelon patch discounts brand levitra pharmacy how to order lariam online cheap anafranil prices discount zentel 200 mg 10 tabletas amoxil 500 mg price pakistan where purchase tretinoin 0,025 cytotec precio mexico 2013 where is bora bora from uk accutane treatment for acne regenon retard effet secondaire where to buy allopurinol ointment hoodia dosage instructions celexa 100mg tablet g8 new alliance insurance jobs uk get best results using cialis como curar la disfuncion erectil psicologica canadian alli online needed buy safe colospa buy buy cialis jelly paypal seroflo 100 review how long does it take for benadryl to leave your system lipitor 80 mg price philippines flomax results forum zithromax z-pak order online comprar forzest original buyers of ethionamide canada use propecia coupon online luvox pill shortage best site to buy maxaman prilosec australia price order viagra online canada pill wellbutrin sr western australia minomycin prices where to buy celadrin drugs online over the counter menosan doxazosin cardura dose top 10 online tofranil sites luvox discount card european pharmacy students association discount feldene of canada over counter cytotec ordering low dose procardia viagra sublingual 20 mg finpecia overnight drugs from canada no prescription permethrin 5 percent elimite otc order actoplus met online with visa snovitra super power brand order exelon drug interactions kroger pharmacy richmond ky phone number bactrim order is generic lipitor available now where to buy live crawfish in austin what is cm roxithromycin used for lozol usa pharmacy comprar viagra generico portugal periactin online prescription buy wellbutrin 100 where to buy unisom in canada buy cheap pyridium using pay pal protonix 20 mg tablets listen to purim music online levaquin lawsuit settlements finpecia medicine effects coreg 100 review what is cymbalta tablets cheap generic torsemide como comprar lamisil voltaren discount code order alligator pharmacy seroflo tablets uses does tricare pay for viagra order inderal on line usa gonorrhea treatment guidelines 2011 do you need rx zocor purchase kamagra soft cheap jelly
Home Maury Brown 10 Marketing Issues for Major League Baseball

Like Shoot to Thrill - An AC/DC Tribute on Facebook!

An authentic tribute of AC/DC that covers the best of the Bon Scott era and the best of Brian Johnson's material

Who's Online?

We have 778 guests online

Atom RSS

10 Marketing Issues for Major League Baseball PDF Print E-mail
User Rating: / 53
PoorBest 
Written by Maury Brown   
Thursday, 23 July 2009 01:07
Derek Jeter
Derek Jeter is the highest profile MLB player
seen regularly in television ads. Why
baseball personalities aren't used more
often as pitchmen isn't all MLB's fault.

Leave the television on long enough, and at some point, you’ll see a star athlete plugging products. Whether it’s Dwayne Wade, Tiger Woods, the Williams sisters, Danica Patrick, or Brett Favre, you’ll bump into them on the dial.

But, short of Derek Jeter and Lou Piniella, Major League Baseball personalities have pretty much slipped off the national marketing radar, something that the league has been roundly criticized for.

The problems, however, are not all MLB’s fault. Here’s 10 marketing issues for the league:

Now You See Me, Now You Don’t –. One of baseball’s biggest problems isn’t about efforts by the league or the MLBPA to market its players, but rather how the players move on and off camera. Consider: with the exception of pitchers, players are shown during their at bats (3-6 times a game), on the base paths, or when a ball is hit to them on defense. There is no sustained face time. Whereas in the NBA, a player may be on the court for most, if not all of an entire game, baseball’s stars are only seen in a limited fashion. Baseball’s dynamic makes showing star players on camera continually nearly impossible.

Lack of College Baseball Coverage – One of the biggest reasons the NFL and NBA does well in marketing their players has to do with young talent being covered on television while being part of NCAA Football or Basketball. For example, ESPN alone will show 300 college football games across their various platforms during the 2009 football season. Given that the transition from college to the pros for NFL and NBA players is a far shorter trek than most college baseball players that often times find themselves in development systems before ever making it to the majors, fans have been following many college football and basketball players for years before they enter the NFL or NBA. When you throw in that college baseball has only the College World Series as its national television platform, it’s difficult for MLB to market its young stars on the level that the NFL and NBA do

Wall St. Ad Execs Yet to Tap Minority Stars – Baseball can rightfully say that it has the most player diversity starting in games than any other US pro sports league. Some of MLB’s biggest stars are Latinos or from the Far East. The problem is television ad execs have yet to see the full potential of such players. A good example is Albert Pujols, someone that should translate well to the camera, but has not been used as a pitchman. Others include Ichiro Suzuki and David Ortiz. In terms of Far East athletes, maybe ad execs figure Yao Ming is enough. As for the Latin players, it seems a vast demographic isn’t being fully tapped.

Waiting for the “Jordan” of Baseball – The NBA had Michael Jordan. Golf has Tiger Woods. Baseball has… While Derek Jeter has embodied the good looks and appeal that will reach a broad demographic that ad execs can latch onto, he is not the player that Jordan and Woods are – an athlete considered worthy of “the greatest” and one that has massive appeal across multiple age demographics. Barry Bonds could have been that player, but PED allegations and an abrasive personality made him a near cancer for advertisers. Somewhere, sometime, a great player will come around that resonates on the Jordan level. Unfortunately, Jackie Robinson isn’t around any longer.

“Tradition” vs “Flash” – From a younger demo perspective, baseball has lost its luster, in large part due to the ascension of Michael Jordan. Baseball is touted as having a “long and prestigious tradition” which doesn’t exactly compete well with the high-energy tempo of the NBA, NFL, and NHL. As one scribe wrote, baseball is a game of calm, punctuated by extreme action. That sounds great… if you’re older. In an era where kids are looking for ultra-stimulus, baseball’s pace is lost in translation. When 18-34s have the lion’s share of discretionary income, baseball isn’t the first stop for some corporations with a young demo appeal when looking to advertise.

Waiting For Barkley – In terms of studio shows surrounding games, baseball lags woefully behind most of its Big-4 counterparts. There is no “Howie” or “Terry”, or “Barkley”. FOX has dropped their pre-game show, which leaves TBS. And while Cal Ripken and Dennis Eckersley have made a go of it, they haven’t been able to exude the personality that other pre and post-game shows have had to offer. The solution, or at least an attempt at it? TBS has brought in David Wells.

Just Let Me Know When It Begins and Ends – Baseball finally got with the picture and realized that by putting World Series games on late Eastern Time, they were potentially losing a generation of baseball fans as kids hit the sack long before games would end. But, baseball’s a game that ends when it ends, as opposed to being controlled by the clock, that makes it difficult for fringe fans to get into when there are competing interests in hundreds of channels to switch to, and video games to play. Another issue that baseball faces – and only NASCAR seems to butt up against – has to due with delay of game due to weather. When a game starts, nothing kills your captive fan base off like a rain delay. Worse are games that are scheduled and postponed due to rain or snow. With families becoming intensely schedule driven, they want to know when the game is on, and when it ends.

MLB’s Image Problem – There’s the obvious (PED culture) and, the not so obvious (chewing tobacco) when it comes to baseball’s image. Would Manny Ramirez be more marketable if he hadn’t been suspended for PEDs? There’s a case to be made there. And, while it’s legal, few, if any, find a close up of a player with a mouthful of chaw spitting a stream of black tobacco drool appealing. Think Gillette would keep a player like Jeter in their ad campaigns if he chewed?

Baseball is For Old People – Baseball has moved further and further away from being a sports watched by 18-34 year-olds, while continuing its popularity with those over 35. Since the ‘60s, with the ascension of the NFL, and the NBA’s popularity growth out the ‘80s, younger fans have found basketball and football to be more appealing. But, it may also be due to the extended career life of MLB players that has some seeing baseball as a game for “old people.” Currently, the average age for an MLB player is 27.9, while it was 26.68 for the NFL and 26.81 for the NBA with 10 MLB clubs having at least one player 40 or older.

The Declining Interest By African-Americans in Baseball – Whether it has been the rise in the NBA’s popularity due to the Jordan factor; the continued diversity growth in international players; the fact that on average, players can jump to the professional ranks faster in the NBA and NFL, or other factors, there has been a steady decline in the number of African-Americans playing baseball. MLB, late in proactively dealing with this issue, has been pushing the Reviving Baseball in Inner Cities (RBI) program, and working to highlight players such as Curtis Granderson in the latest This is Beyond Baseball ad campaign. But, the damage has been done, and now baseball is digging out from the hole.

Whether the game is as appealing to African-Americans, or for that matter, a large section of the American public, as it used to be is one of the challenges that MLB faces from a marketing perspective. How they go about rectifying the issues will be one of balancing gains in marketability against the hallmarks of the game that have existed for more than 100 years. As they say, the times they are a changing. Baseball can’t shift with every whim, but needs to keep up in this ultra-fast-paced world that fans are in. Blink, and you could lose more of your audience.


Maury   BrownMaury 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 (select his name in the dropdown provided).

Don't forget to register and log in on The Biz of Baseball site to get updates via your in-box, and see information only logged in members can see.

Follow Maury Brown and the Business of Sports Network on Twitter Twitter //

 
 
Banner

Poll

Should MLB Force Jeffery Loria to Sell the Marlins?