Sports Posters Baseball
Marketing among baseball players by Michelle Robert
Baseball is one of the most well attended and well loved sports in the United States. Even newspaper reports recording the lowest MLB attendance do not even compare to the highest attendance in other sports such as the NBA.
How baseball players market themselves
Product endorsements
The first major avenue that baseball players use to market themselves as sporting products is through product endorsements. Usually, players are approached by interested companies and then requested to endorse a certain product. This may be done by displaying the endorsement on television advertisements, on the cover/packaging of that particular product, through posters about the product or other media channels. (Howard, 2007)
For instance, a number of magazines such as “Sports Daily” have been targeting sports marketing within the country. They have explained just how some baseball players utilize television advertisement to make themselves known throughout the entire country. The latter magazine has given the name of the following baseball players as some of the most marketable baseball players in the country. They include:
* Sammy Sosa (Chicago Cubs)
* Alex Rodriguez (Texas Rangers)
* Derek Jeter (Yankees)
The latter player is one of the most respected sports marketers in baseball. This is partly as a result of his ability to secure long term deals with influential companies within the country. For instance, he managed to secure deals with Sporting Company Nike and also with Gatorade.
Source: http://www.usatoday.com/
On the other hand, Jeter chose to participate in this advertisement because he understood the fact that he could get greater levels of exposure here rather than in other promotional strategies because the advertisement would be aired at the Emmy awards and in local television shows for a very long period. Additionally, ratings designed to measure the overall success of the advertisement also indicated that the process was highly successful. For instance, it was found that twenty six percent of the respondents who saw this advertisement liked it a lot. On top of that, they asserted that the kinds of personalities that baseball players had was quite likeable and that they were wonderful people to be around. The following players highlight just how true these assertions are
* Henderson Rickey
* Eric Gange
* Barry Bonds
* Albert Pujols
* John Smoltz
All the latter players have a very wide list of admirers. These have been depicted by the kinds of stories that have been aired in most local news channels and other sporting channels. Usually, this is possible as result of the efforts made by the MLB to organize the viewing of these products. (Mc Eylea, 2008)
Franchise values
Some players use the names of their respective clubs to market themselves. In other words, as soon as they qualify to play for a certain well known team then they market themselves as the faces representing those games. A good example of such a club is the Expos. The expos has not been doing well over the past season owing to the fact that their management has been trying to relocate them to other parts of the country. In fact, records show that players within this club have not been paid well because the club lost close to thirty million dollars because of their failure to relocate. Players who associate themselves with such a club are bound to ruin their overall image.
Public relations
Because of the level of modesty that is prevalent in the MLB, one cannot ignore the fact that this is one of the most essential marketing tools in the sports. Many players opt for this alternative because public relations offers certain features that cannot be found in other sport marketing activities. The children in that neighborhood were given items such as;
* Bats
* Balls
* Gloves
* Etc
A follow up of the program also found that large numbers of them had embraced a positive aspect in life. For instance, some of them pursued their education and were able to complete college through baseball scholarships. As if this was not enough, a substantial number of them embraced lifestyle changes by living positively. Consequently, through these avenues, a number of baseball players were exposed to the public and most of them could now fit into the lifestyle of a well known player.
Direct marketing for scholarships
Because of the relative prevalence and fame of the baseball game, then a series of marketing agents have been created in order to encourage direct marketing to baseball coaches and auctions. Through this avenue, students can get college scholarships for baseball and thus begin a long and elaborate career in their respective sporting teams. Taking the example of a group known as Athletics scholarships; this company is important in laying out some of the important qualities that potential players willing to join the baseball association need to know before entering into those fields. For example, one has to tell coaches exactly what kind person they are and why they should be considered as potential members of a certain team.
Conclusion
Baseball players are more laid back in their approach to marketing themselves. However, this does not imply that they do not engage in the practice. Most players market themselves in less obvious methods such as public relations, MLB franchising and also through campaigns made by the MLB. However, there are still certain direct forms of marketing that entail advertisement. There are usually done through product endorsements. Additionally, some candidates interested in joining the MLB may market themselves directly by writing about their qualities and sending them to the respective coaches or associations.
Reference
Athletic scholarships, (2008): College Baseball Financial Aid Information, available at http://www.athleticsscholarships.net/
Mc Eylea, J. (2008): Nate Kuhn of AZ clash over baseball, retrieved from
Available at http://www.freepressrelease.com/
Howard, T. (2007): Baseball player’s endorsements, USA Today, Associate Press
CDM sports (2008): Major league Baseball players association and marketing, associate press
Hallstrom, D. (2006): Plans for marketing the game, Economic development report, 3, 47
About the Author
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