Last summer's home run derby was a hit with hard-core fans and newcomers, but major league baseball knows that the national pastime can't rely on warm memories to boost attendance and revive television ratings.
Major league baseball this week is unveiling a record $25-million advertising campaign that is designed to build upon fan interest sparked last season by the 1998 World Champion New York Yankees and home run kings Mark McGwire and Sammy Sosa. The ads, which pitch baseball as fan-friendly entertainment, rely on the same formula that the National Football League and National Basketball Assn. have been using--showcase star players as they mingle with fans in humorous settings.
Taking its cue from the song that exhorts fans to "root, root, root for the home team," major league baseball has, for the first time, created a series of television commercials that franchises can customize through the addition of their own star players. The league is spending $15 million on the ads, with local clubs contributing $10 million.
Some observers question whether the campaign produced by Vigilante, a New York-based unit of Leo Burnett Co., can help baseball build its fan base in an era when many franchises are struggling to remain competitive. Salary shortfalls at poorer clubs mean that most franchises were all but eliminated from pennant races before the San Diego Padres and Colorado Rockies played the season opener Sunday in Monterrey, Mexico.
"In a league of haves and have-nots, some of this advertising is a disguise for the fact that [many teams] have absolutely no chance of winning," said Rick Burton, director of the University of Oregon's Warsaw Sports Marketing Center. "By my count, 22 of the 30 teams have no chance of getting into the playoffs."
Marketing isn't confined to the airwaves. Both the Los Angeles Dodgers and Anaheim Angels are taking care to attract youngsters who represent tomorrow's fans. While they will still give away bats, caps and balls, both teams are handing out Home Run Bammers, beanbag toys that are popular with boys and girls.
With corporate partner Nestle Inc., the Angels are offering "Ice Cream Sundays," where youngsters get treats, balloons and their faces painted. After the game, kids get to go onto the field and run the bases.
Taking a lead from the Dodgers and San Diego Padres, the Angels are actively courting Spanish-speaking fans. The Angels recently played an exhibition game against the Aguascalientes Rieleros, a Mexican League team. The Angels also will broadcast six of their games on Spanish-language KVEA-TV Channel 52.
