MLB Teams Ready Activation Around Upcoming Player Milestones

By Rick Ellington, Staff Writer

With the ’07 MLB season underway, there are several future HOFers that are chasing individual milestones. While the most publicized undoubtedly is Barry Bonds’ quest for 756, there are other players who should each earn their moments in the spotlight. To mark those accomplishments, teams are preparing a variety of ways to market around and commemorate the moment.

Astros Gearing Up Ad Campaign Around Biggio’s 3,000-Hit Milestone

STAR OF STARS: Perhaps no player in MLB is more associated with his team than Astros 2B Craig Biggio. The seven-time All-Star begins the season just 70 hits away from becoming the 27th player ever to reach the 3,000 mark, and the club intends to ride the wave of anticipation. “He will be the focus of our everyday ad campaign once he gets closer to the number,” Astros Senior VP/Marketing & Communications Jay Lucas said. “We’ve pinpointed some home stands that we project will be around when he might get it, and the ads for those will focus on him.” The Astros intend on making this a year-long celebration, as the team debuted at its home opener yesterday a “count-up” sign in left field with a picture from both his rookie year of ’88 and last season. Also, a different “Biggio Moment” will be featured on all TV and radio broadcasts throughout the year. The team’s broadcast partner, FSN Southwest, has also expressed an interest in using Biggio’s quest for 3,000 in some form of marketing campaign, Lucas said. After he reaches the milestone, the team will distribute a special figurine with his image and “3,000” on it. Lucas said, “We’re waiting for him to hit it, and then we’ll roll out a lot of stuff.”

Thomas Closest Player To 500 Home Runs As Season Starts

FRANK THE TANK: This season could see as many as five players reach the 500 home run mark, but none start out closer to the number than Blue Jays DH Frank Thomas, who opens the year with 487 career bombs. However, this marks virgin territory for the club. Blue Jays President & CEO Paul Godfrey said, “We haven’t had a player hit a milestone like 500 home runs before, so we’re trying to figure out what would be appropriate [to market around it].” The team is discussing ways to promote and commemorate the feat, including an in-stadium component like a countdown sign in the outfield and displays on the Rogers Centre video board. However, Godfrey said the Jays would first “examine what some other teams have done in the past.” While the team has not pursued any corporate partnerships to market the chase, and conversely no companies have approached the club, Godfrey said, “We’d like to tie it in with something Frank feels comfortable with. We don’t want to over-commercialize it.”

JIM DANDY: While Thomas played the majority of his career with the White Sox, the club now has another slugger to look after –- DH Jim Thome enters ’07 just 28 homers away from 500. Like the Blue Jays, the White Sox are still in the process of figuring out their plans. There have been talks about a countdown mechanism in right field, but White Sox Dir of PR Lou Hernandez said, like the Blue Jays’ plans for Thomas, everything is contingent on Thome’s cooperation. “We’re making sure that Jim is comfortable with everything,” Hernandez said. “He doesn’t want the focus taken off the team.” The team is looking at several different corporate partners to become involved in marketing Thome’s pursuit.

COMING ATTRACTIONS: Several other players are closing in on historic marks. Mets P Tom Glavine won his first outing Sunday night, meaning he is now just nine wins away from 300, while Padres P Trevor Hoffman is just 18 saves away from becoming the first MLBer to reach the 500 plateau. Also, Red Sox LF Manny Ramirez and Yankees 3B Alex Rodriguez start the campaign 30 and 36 home runs away from 500, respectively, while Rangers RF Sammy Sosa and Reds RF Ken Griffey Jr. are within striking distance of the 600 home run mark. A Mets spokesperson said the club plans on honoring Glavine with an in-stadium video tribute after he reaches 300, but there currently are no marketing plans outside of that. Similarly, the Red Sox have internally discussed ways to market around Ramirez’ run to 500, but with the milestone likely not coming until the latter part of the season, the team has no current plans on the books.