Sports Marketing

I don’t understand sports marketing, specifically the AirHogs. They changed mascots this year, from Ace Bacon (a fighter pilot pig) to Scout, a blob that’s supposed to be a fighter pilot pig. Apparently, a realistic fighter pilot pig scared children. WTF?

Scout looks like Dodger, the Ft Worth Cats old mascot. Allegedly, it’s the same person inside. He is an asshole. He seems to think people come to the game just to see him. While this is probably a requirement if your job is to look like an idiot in a blob suit, it is contrary to reality.

Sports should not need additional attractions – it is the attraction. I understand baseball is a lengthy game, and there are many details, but that’s what baseball fans expect. If your kids get bored, there should be attractions for them away from the action. Out of sight, out of mind.

Scout is for the children. He needs to take the children Pied-Piper style out of the way. However, since Scout’s human inside thinks he is the center of the universe, he leads the children by running up and down the home dugout with a t-shirt. All the children are screaming for the t-shirt. Scout is the center of attention. His life is fulfilled.

There’s only one problem. It’s the bottom of the ninth, and the home team is behind. This is when the fans want to watch the game. The most expensive seats? Just behind the home dugout. The seats where you can’t see or hear? Just behind the home dugout.

This is obviously a disconnect. The front office is trying to get people to the game, and then prevents them from actually enjoying it.

If you think a blob chasing children is required to sell tickets to a baseball game, you either spent too much time in marketing classes, or you have no faith in your product. Either can be deadly. It’s why Shreveport has had so many teams fail.

The Metroplex has the Texas Rangers, the Frisco RoughRiders, the Grand Prairie AirHogs, the Ft Worth Cats and probably more smaller teams.

How do you sell minor-league, unaffiliated baseball in a town that has a pro team that’s been to the World Series twice lately?

Here’s my thoughts:

Can you meet Rangers manager Ron Washington after the game? Probably not. The AirHogs manager will be in the bar by left field after the game. He lives baseball. Ask him what you want to know.

Want to meet the players? Frisco players sign autographs at given times. AirHogs players (and many opponents) eat dinner in the bar after games. They’re very gracious with their time. Buy them a drink.

Can you sit in a front-row seat for less than $15? You can in Grand Prairie. Try that in any pro sports in the area.

Grand Prairie has affordable, accessible professional baseball. Nobody else (except the Cats) has all three.

Why isn’t that the marketing plan? Why aren’t baseball games being marketed to baseball fans?

I never went to major league games with any regularity because it was too expensive to get good seats, and getting in and out of Arlington is painful. We went to a RoughRiders game and it was fun, but the traffic was horrific. In Grand Prairie, we found a team that was accessible both personally and geographically.

The whole point of playing unaffiliated ball is to get moved to affiliated, then to the majors. So, they actually play ball. There are more triples than in any other level of baseball because its all out.

So, accessible, affordable, professional baseball played by people with something to prove.

Why again do I need a blob to excite me?