SBD/Issue 141/Franchises

Pirates, Marlins Earn Top Marks For Promotions

Marlins Receive High Marks In Professor’s
Analysis Of Baseball Promotions
The Pirates and Marlins each earned grades of “A+” in Univ. of Detroit-Mercy sports marketing professor Mike Bernacchi’s 13th annual analysis of baseball promotions, according to Eric Morath of the DETROIT NEWS. The teams will each hold “more than 125 promotions” this season, and the Pirates’ “pierogy night, ladies club and gospel fest caught [Bernacchi’s] eye.” The Tigers, who stick to “more standard magnet schedules, floppy hats and post-game fireworks,” earned a “D.” The team has 56 scheduled promotions this season, but “more than half of those are one of two events: after-game fireworks and Kids Run the Bases.” Front Row Marketing Services VP/Marketing Eric Smallwood said that while the Tigers’ staple promotions “may not be original, they are among the most popular in baseball.” Smallwood: “It looks to me like the Tigers are right inline with the better promotions in baseball. Putting them at the cellar seems wacky.” Tigers officials were also “surprised at the results of the rankings, saying ESPN and Sports Illustrated recently ranked the club among the league’s best fan experiences.” According to Bernacchi’s analysis, winning teams “rely less on promotions and more on performance on the field to fill seats.” The Yankees and Cardinals each have 38 promotions scheduled and received a “C-” and “D,” respectively (DETROIT NEWS, 4/14).

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