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A's Rely On Humor, Players' Personalities In Latest TV Advertising Campaign

The A's are among the growing crop of MLB teams using humorous themes and a light-hearted approach in their local advertising, as evidenced by the latest iteration of their "Green Collar Baseball" campaign. The effort from the team and its advertising agency, Hub Strategy & Communication, S.F., is now in its fifth season. Two ads have already been launched digitally and on local TV, with six more spots forthcoming throughout the season. The campaign, which aims to show that the A's are willing to take an innovative approach to on-field success, also will include print and outdoor components. The "Green Collar Baseball" slogan again will be integrated throughout team marketing materials. A new aspect of this year's effort is tying individual spots to specific promotions. For instance, the "Emoji" ad links up with a giveaway of T-shirts that will feature emoji-style depictions of P Sean Doolittle, CF Coco Crisp and P Sonny Gray. A's Senior Dir of Marketing Troy Smith explained that the team goes for laughs in the ads because it views humor as the best way to introduce fans to the players and their personalities. He said the club is "lucky enough to have players with great senses of humor." He also noted the A's are not reluctant to place their newest personnel in the creative, with recent roster additions like DH Billy Butler and 3B Brett Lawrie making appearances. Smith: "We embrace having new players be a part of our spots." One of the ads, "#Winning Pt. 2," is a sequel to a spot that ran last year. Smith said that the first "#Winning" ad was "so well-received" that the team decided to resurrect the premise, which involves Doolittle teaching the coaching staff how to become more social media-savvy.

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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