Greg Murphy was officially named President & CEO of the
newly created entity, Major League Baseball Enterprises. Murphy
has worked in consumer marketing for over 20 years and most
recently led Kraft Foods Bakery companies. MLB Enterprises is a
new division that incorporates MLB Properties and will oversee
TV, advertising, PR, licensing, sponsorships and international
development (MLB). Acting Commissioner Bud Selig called the
structure of MLB Enterprises "radically different than anything
baseball has ever had" (Paul Schwartz, N.Y. POST, 6/12). Murphy,
on his challenges: "Fans are angry. I think disgusted. In many
ways that's great because they really care." Murphy, who
experience includes marketing Kool-Aid in '78 after the mass
suicides in Jonestown, Guyana, added, "Everyone feels
passionately about baseball. Even Marge Schott. The core equity
of Kool-Aid and the core equity of baseball are strong" (Richard
Sandomir, N.Y. TIMES, 6/12). Murphy: "We need to restore
baseball to its proper place in American life" ("SportsCenter,"
ESPN, 6/11).
MEDIA REACTION: The announcement was noted covered widely
outside the Eastern media. The N.Y. TIMES' Richard Sandomir
notes Murphy "lacks sports experience, which did not scare off
baseball." He also notes Murphy was "reluctant to reveal his
possible strategies" to increase revenue, attendance, TV ratings,
and franchise values -- "his four goals" (N.Y. TIMES, 6/12). In
Philadelphia, Michael Sokolove writes Murphy's hiring could
change the type of candidate MLB will seek as new commissioner.
Previously, owners had talked of hiring a person with a marketing
background "in the mold" of a Peter Ueberroth. But with Murphy
on board, Phillies President Bill Giles said a new commissioner
would "more likely" be someone like the late Bart Giamatti
(PHILADELPHIA INQUIRER, 6/12). NEWSDAY's Steve Jacobson notes
the challenges facing Murphy, who was "glowing" with the
appointment. Jacobson: "Let's see his face after he's had a
couple of years on the job." But Jacobsen added "it was
interesting to see" immediately after his introduction, Murphy
was shaking hands and planning a get-together with a Nike
official (NEWSDAY, 6/12).
