SBD/Issue 31/Franchises

MLB Giants Likely To Surpass $100M In Payroll For First Time In '11

Giants' Success This Season Could Be A Factor
In Creating Future Generations Of Fans

The Giants' run to the World Series "could boost revenues in 2011, but fans should not expect ownership to spend gobs more money on payroll," according to Henry Schulman of the S.F. CHRONICLE. Giants President & COO Larry Baer: "We're not going to have a doubling effect, or a double-digit massive increase. That's not who we are. The good news is, who we are is not going down in payroll either." Baer said that ownership "hopes to do what it can to keep the Giants intact." The team's payroll this season is "just under" $100M, and it "should cross that threshold for the first time next year" (S.F. CHRONICLE, 10/24).'s Chris Haft wrote while "no studies have been done to prove it," you get the "unmistakable feeling that the Giants' success this season has created a new generation of fans." Baer, "who pays attention to such trends, agreed with this assessment." Baer: "What we're finding is that the component parts on this team are really likable. ... It's a long list. These are players that kids are gravitating around." Baer added, "It's more of a family-oriented appeal. We're hopeful because that's what you want. That's a good thing for the future and for baseball's future, to have likable players from the perspective of youth" (, 10/23). In San Jose, Mark Emmons writes the "likable Giants have won Bay Area hearts," as "even non-baseball fans have fallen in love with an overachieving group of underdogs that possesses both characters and character and could win the team's first World Series since moving to California in 1958" (SAN JOSE MERCURY NEWS, 10/25).

ARLINGTON ROAD:'s Buster Olney wrote the Rangers' ownership transition has "energized the organization and spurred interest in the community at a unique time when the Cowboys appear to be fading." No matter what happens in the World Series, the team "appears to have an excellent chance to join the second-tier powers" like the Giants, Mariners and Cardinals (, 10/23). Rangers Owner Chuck Greenberg: "We knew that if we could create the kind of success that our fans had never gotten to enjoy before, it could be one of those magical instances when a franchise gets better overnight. All through the process, as difficult as it was, I thought this was possible." Greenberg added, "We rethought our approach to payroll a few months ago before this run; we recognize we have a terrific young team whose value is now greater than the cost and they will make more money" (N.Y. TIMES, 10/24).

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