The Double-A Southern League Jacksonville Suns yesterday announced the franchise is changing its name to the Jumbo Shrimp, but Owner Ken Babby said that the marketing opportunity "isn't the major reason for rebranding" and the club "will not recoup the expense with initial merchandise sales," according to Derek Gilliam of the JACKSONVILLE BUSINESS JOURNAL. Babby, a '16 SBJ/SBD "Forty Under 40" honoree, said, "The cost of developing a brand and developing a logo, changing all the signage in the ball park, are way greater than the amount we will actually make from merchandise." Gilliam noted this "isn't the first time Babby has taken a beloved minor league baseball team and changed its identity to a slightly wacky, and purposefully fun nickname." He also renamed the Double-A Eastern League Akron Aeros to the RubberDucks, a move that was met with "pushback from the longtime fans" of the team. But in the "four years since the change" in Akron, the team saw a 27% increase in attendance (BIZJOURNALS.com, 11/2). Jacksonville Univ. professor Doug Johansen said that the franchise is "taking a precarious leap in changing a team name that has embodied the organization." He said that the team has a "solid footing and extensive fan base," and he has "no idea why the team opted for the switch." But Univ. of North Florida sports professor Kristi Sweeney in an email wrote the rebrand is "great" and "has people talking" (FLORIDA TIMES-UNION, 11/3).
EVERYONE'S DOING IT: In Jacksonville, Gene Frenette writes Babby "managed, on the same day of a World Series Game 7, to make Jacksonville’s minor-league baseball team a prominent media talking point." He "stirred water-cooler conversation in northeast Florida about Jumbo Shrimp." Frenette: "That’s quite a marketing feat." But he paid $25M to "exercise his right to make changes, and minor-league franchises all over this country are constantly re-branding to attract customers, especially kids." That is why there are "quirky names like Fisher Cats, Beach Bums, Corn Belters, Iron Pigs, Fire Frogs, Yard Goats, Flying Squirrels and Stone Crabs dotting the minor-league landscape." Former MLBer Desi Relaford, who played in Jacksonville, said, "Change is a good thing, especially in this day and age when it comes to minor-league baseball. It’s not just about the game. These guys have to sell tickets, have to maintain the fun. From a financial standpoint, you need to do bigger and better things. Jumbo Shrimp is a mouthful, but I think before long, people will jump on board with them" (FLORIDA TIMES-UNION, 11/3).
PONY LEAGUE: The Double-A Eastern League Binghamton Mets this morning announced the franchise's new name will be the Rumble Ponies. In New York, Rob Centorani notes the other finalist nicknames were Bullheads, Gobbleers, Stud Muffins, Timber Jockeys and Rocking Horses, which were "announced by the Double-A franchise this past April after owner John Hughes asked fans for submissions on the new name" (PRESSCONNECTS.com, 11/3).
