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SBD/March 22, 2013/Marketing and Sponsorship
YES Network Promo For MLB Opening Day Celebrates Players Yankees Fans Are Watching
Published March 22, 2013
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I REMEMBER WHEN...: Brueckner credited YES President & CEO Tracy Dolgin for inspiring the spot. He notes Dolgin was speaking with him “about being a Yankees fan and what’s great about being a Yankee.” Brueckner: “He really was thinking about this idea looking back. Speaking to your kids and grandkids the way my father or grandfather would say, ‘I saw Babe Ruth, I saw Mickey Mantle.’” He added, “At some point we’re going to look back and say, ‘I saw Derek Jeter play,’ and one of the words that kept coming up was ‘being blessed.’”
NOT MEANT TO PROP UP RATINGS: YES last season saw its lowest Yankees ratings since it went on the air in '02, but Brueckner said that had no influence on the ad. He noted, “Every season we do one of these spots. Whether it’s the Yankees or the Nets, whenever we’ve got a new season coming up … we’ll have a larger spot that lets everybody know they’re coming back for the season." The fact the Yankees did very little in the offseason in terms of marquee acquisitions also played no role in amping up promotion of the upcoming season. Brueckner: “It’s never an issue of who was signed or who wasn’t signed. It’s always about the team and that sort of faith and hope for the coming season. … Our job on this side is to really create some interest and let our fans know the team they love is back.”