SBJ/October 17-23, 2011/In Depth

MLB promotions by the numbers

Top game-day giveaways in MLB

RANK CATEGORY (# OF TEAMS) # OF DATES
1 T-shirt (26) 94
2 Headwear (26) 88
3 Bobblehead (27) 81
4 Retail coupon (12) 68
5 (tie) Backpack/bag (23) 45
5 (tie) Magnets (28) 45
7 Toy (15) 32
8 Poster (14) 30
9 Jersey (20) 28
10 (tie) Figurine (13) 19
10 (tie) Rally item (12) 19
10 (tie) Bat/ball (11) 19
13 Back to school item (11) 15
14 Calendar (10) 14
15 Banner/pennant (10) 13
16 Cup/mug (11) 11
 

Top game-day promotions/
events in MLB

RANK CATEGORY (# OF TEAMS) # OF DATES
1 Ticket discount (16) 265
2 Fireworks (23) 195
3 Concession discount (13) 169
4 Run the bases (20) 145
5 Autographs (11) 129
6 Festival (9) 121
7 Family day (11) 118
8 Cultural celebration (19) 91
9 Charitable causes (19) 82
10 Team history tribute (24) 72
11 Kids day (12) 60
12 College night (10) 57
13 Concert (15) 56
14 Fan appreciation day (21) 42
15 Health awareness (12) 38
16 Community days (5) 34
17 Military day (11) 30
18 Business fan special (4) 25
19 Pet day (14) 20
20 Photo day (9) 19

Note: For efforts featured by at least two clubs.
Source: MLB clubs

Most active sponsors in MLB promotions

Ranked by total number of 2011 activation dates at baseball games.

RANK BRAND TOTAL ACTIVATION
DATES, 2011 (2010)
TOTAL NO. OF
TEAMS, 2011 (2010)
1 Coca-Cola 78 (36) 10 (7)
2 Pepsi* 72 (56) 10 (9)
3 Chevrolet 45 (14) 11 (9)
4 MillerCoors 31 (12) 7 (5)
5 Anheuser-Busch* 30 (43) 9 (8)
6 AT&T 30 (30) 7 (7)
7 Verizon Wireless  19 (26) 4 (4)
8 (tie) PNC Bank 17 (11) 6 (4)
8 (tie) Time Warner Cable  17 (6) 3 (4)
8 (tie) Wells Fargo 17 (15) 2 (2)
11 (tie) Loopt  16 (0) 13 (0)
11 (tie) Meijer 16 (18) 2 (2)
11 (tie) Toyota 16 (5) 5 (4)
14 Subway 14 (3) 4 (2)
15 (tie) Bank of America* 12 (10) 7 (6)
15 (tie) Delta 12 (4) 6 (4)

Note: Among sponsors that activated with two or more clubs.
* Official MLB sponsor
Source: MLB clubs

 

Most common days for giveaways

Saturday is still the most likely day to receive a bobblehead at the ballpark, but MLB clubs in 2011 shifted many such giveaways to weekdays, reversing a two-year trend.

Festival atmosphere

As teams look to improve the overall game-day experience, one-third of MLB clubs
stage fan festivals during the season, which include events before, during and after
the game. The number of postgame concerts, separate from these festivals, has also
increased in recent years

Source: MLB clubs

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