Marketing in Major League Baseball
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6 word format
document in english
marketing
case study
date published 22/04/2008
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level : General public
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SummaryEven before the Boston Red Sox won the World Series, people were religiously collecting their merchandise. Now, with the onslaught of newly marketed “2004World Champions” merchandise, there are even more t-shirts and hats to go around. Yet, this obsession goes beyond apparel. In the movie Fever Pitch, the protagonist, a schoolteacher named Ben, has Red Sox bed sheets, a Red Sox shower curtain, and just about every other piece of Red Sox memorabilia that has ever been produced. But why does he, along with legions of other sports fans, feel the need to collect team merchandise? Each time a fan buys a player’s jersey, they feel like they are reconnecting with the team, and everything they have experienced with that team. When a fan looks up at his signed baseball, he remembers the time he caught that foul ball at the park. Fans stay connected with the team and their memories by purchasing the team’s licensed merchandise.
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