Marketing in Major League Baseball

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6 word format

document in English

marketing

case study

published 22/04/2008

review : Completed

level : General public

requested 3 times

Author's resume

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Summary

Even before the Boston Red Sox won the World Series, people were religiously collecting their merchandise. Now, with the onslaught of newly marketed “2004World Champions” merchandise, there are even more t-shirts and hats to go around. Yet, this obsession goes beyond apparel. In the movie Fever Pitch, the protagonist, a schoolteacher named Ben, has Red Sox bed sheets, a Red Sox shower curtain, and just about every other piece of Red Sox memorabilia that has ever been produced. But why does he, along with legions of other sports fans, feel the need to collect team merchandise? Each time a fan buys a player’s jersey, they feel like they are reconnecting with the team, and everything they have experienced with that team. When a fan looks up at his signed baseball, he remembers the time he caught that foul ball at the park. Fans stay connected with the team and their memories by purchasing the team’s licensed merchandise.

The fanaticism starts at a young age.
What better way to remember the old days, than to go to a baseball game.
To remember those trips to the ballgame, fans often buy souvenirs such as t-shirts and hats.
In the movie Fever Pitch, Ben brought his new girlfriend, Lindsey, to a sports bar to watch a Red Sox game.
Far before finding a wife the highlight of a boy's day would be playing a game of catch.
Fans want to be able to relive history, to watch the amazing plays over and over again.
The lack of seats is the reason why ticket prices are so high.
The Passion Drivers study identified three types of MLB fans.