While some MLB teams try to "sell the dream" of
watching a World Series contender, most teams "are forced to
sell the idea of a dream deferred," according to Paul
Sullivan of the CHICAGO TRIBUNE, who writes that the White
Sox, Royals and Twins are using the "Come see our young,
hustling team ... which may be a contender in the not-so-
distant future" theme in sales pitches for the 2000 season.
The White Sox, facing "fan apathy," are bringing back their
'99 slogan: "The Kids Can Play." White Sox Senior
VP/Marketing & Broadcasting Rob Gallas, on the slogan: "It's
evolving. Last year it was 'The Kids Can Play,' followed by
'White Sox baseball.' This year 'White Sox baseball' is in
bigger type. [The campaign] set out to define who we are,
and right now who we are is a young, scrappy, hustling,
never-say-die, dirty-uniform kind of team. That really hit
home with our core fans" (CHICAGO TRIBUNE, 2/22).
SLOGANS 'ROUND THE HORN: The Twins feature ads with 1B
Ron Coomer, P Eric Milton and CF Jacques Jones, who are "not
exactly household names." The Royals are using the slogan,
"You Gotta Love These Guys." Other teams are "busy selling
their ballparks, both old and new." The Pirates, in their
last season at Three Rivers Stadium, are using former
announcer Bob Prince's old home run call, "Kiss It Goodbye."
The Tigers, who will begin play in Comerica Park, are
offering a money-back guarantee "if you don't like your
first experience" at the ballpark (CHICAGO TRIBUNE, 2/22).
SOMETHING'S BREWIN': In Milwaukee, Don Walker writes
that the Brewers are using the slogan, "Whole New Ballgame,"
to describe a season that will feature new uniforms and
logos, along with new manager Davey Lopes. Brewers
VP/Ticket Sales Bob Voight said that the team has sold 8,115
season tickets so far, representing an 80% renewal rate
among season-ticket holders. Voight: "We are absolutely
convinced that we will challenge our all-time high of 10,384
season tickets" (MILWAUKEE JOURNAL SENTINEL, 2/23).
THEY MUST BE GIANTS: In San Jose, Daniel Brown reports
that the Giants "have already broken a franchise record," as
70,000 single-game tickets were sold Tuesday. Total ticket
sales increased to 2,770,000, "well ahead of" the previous
mark of 2,606,354 set in '93 (SAN JOSE MERCURY NEWS, 2/23).
