In the first MLB season after "perhaps the game's last truly national icon -- Derek Jeter -- hung up his pinstriped uniform for good, the sport still lacks a single-named face with the instant cachet a LeBron James or Tom Brady provides," according to Joe Lemire of USA TODAY. The league's influx of "young, largely charismatic generational talents" -- Nationals RF Bryce Harper, Pirates CF Andrew McCutchen and Angels CF Mike Trout, among others -- this weekend will "begin gathering in Cincinnati for Tuesday's All-Star Game, a golden opportunity for baseball to reclaim a larger share of national attention." Mets RF Curtis Granderson said, "In terms of appealing to the masses, I've always mentioned a lack of marketing in comparison to other sports. I have yet to see a commercial on MTV2 or Nickelodeon or during 'Scandal' in prime time. But there's no shortage of LeBron or Steph Curry or Peyton Manning or all the other stars in other sports on those networks and outlets where other people are watching." Lemire notes the ads Granderson referenced are "part of MLB's 'THIS' campaign, highlighting the personalities of their emerging and most charismatic stars." The league is "encouraging business partners to use players in national ads;" Harper is in a Gatorade spot, while Giants C Buster Posey "stars in a new Esurance commercial." MLB CMO Jacqueline Parkes said, "Everything we're doing, we're really trying to take our players and put them in the center of it and make sure that we're celebrating them." She added, "It's important to build national awareness of these players." Lemire writes, "That has proved elusive in the years since Cal Ripken Jr., Ken Griffey Jr. and now Jeter, all with transcendent appeal, left the game" (USA TODAY, 7/10).
BABY BOOMERS: YAHOO SPORTS' Chris Cwik wrote it has become "pretty clear that MLB should be marketing their youngsters like crazy," and the league "appears to have gotten the memo based on this year's Home Run Derby participants." Cubs 3B Kris Bryant, Dodgers CF Joc Pederson and Orioles 3B Manny Machado -- all just 23 years old -- will "get a chance to show off their skills during the Derby" after having "shown signs of greatness this season." Whether or not they perform well "doesn't really matter." Putting them on a national stage "is good for the game," especially with Harper "bowing out of the event." The league this season "has seen an incredible influx of young, talented players" who will "clearly play a big role in the future of the game, so giving them a chance to showcase their skills early is fantastic" (SPORTS.YAHOO.com, 7/8).
