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ESPN EXAMINES BASEBALL'S MARKETING CHALLENGE
Published February 24, 1995
ESPN's Cover Story was on "Marketing the Major Leagues," and the challenges MLB teams face with their marketing campaigns during the strike. In their ads for this season, many teams have focused on the game of baseball and the experience of going to the ballpark. AD AGE's Jeff Jensen: "Baseball teams can't market themselves using their players, that is their product and it is not on the field." ESPN's Linda Cohn noted that the absence of players "has put creativity at a premium." Brandon Steiner of Steiner Sports Marketing said this may be the first year teams have to go to top-notch ad agencies and marketing firms to get help in bringing back their fans. The Dodgers campaign focusses around the theme "The Tradition Continues" and Dodgers VP/Marketing Barry Stockhammer said since they don't know who the players will be they are "promoting the team unit, the outing. Basically, the experience of coming out to Dodgers Stadium" ("Sports Center," ESPN, 2/23).