This <a href="http://www.americanosports.com/former-mlb-star-albert-pujols-named-special-assistant-to-commissioner-rob-manfred/" title="Former MLB Star Albert Pujols Named Special Assistant to Commissioner Rob Manfred”>World Series presents a unique opportunity for baseball to reclaim its prestigious status as the national pastime and perhaps elevate it even further.
Rob Manfred, the commissioner of Major League Baseball, finds himself with a marketer’s dream scenario. The Los Angeles Dodgers are set to compete against the New York Yankees in the best-of-seven championship series. These iconic franchises represent metropolitan areas that boast the highest number of television viewers in the nation, and both teams are in remarkable form.
Entering his 10th season overseeing the league, Manfred sees this moment as a chance for baseball to take advantage, elevating stars like Shohei Ohtani of the Dodgers and Aaron Judge of the Yankees in the minds of sports fans.
“The goal is to market to both the national and international audience, which differs from previous approaches,” Manfred shared in an interview with The Athletic.
A stunning array of talent will be showcased at Dodger Stadium when the series kicks off on Friday. Ohtani, hailing from Japan, captivated at least two nations this season by becoming the first player to hit 50 home runs and steal 50 bases in one season. Judge, who launched 60 home runs two years ago, fell only two short of that milestone this year. Meanwhile, Mookie Betts of Los Angeles might just be the most well-rounded player besides Ohtani, and Yankees slugger Juan Soto could secure a contract worth $500 million or even $600 million as a free agent this coming winter.
“There’s tremendous potential here,” noted Jim Andrews, a sports sponsorship expert and founder of A-Mark Strategies. “The success of this relies on precise execution. How do you actually create the right content and share it on the right platforms? Core fans are undoubtedly excited for many reasons. However, the challenge lies in converting this opportunity into new fan engagement. That, I believe, is crucial.”
For years, Manfred and baseball’s teams have faced accusations regarding their failure to adequately promote their stars. On Wednesday, he acknowledged that some criticism was valid, while other aspects were not.
“When you receive feedback consistently, it would take a certain level of arrogance to disregard it, and it’s something that indeed had been expressed,” Manfred stated. “Consequently, I chose to pay attention. It’s about where we focus our efforts. Locally, clubs have engaged in extensive marketing, and we relied on that. What I’m discussing now pertains to a different focus altogether.”
Manfred detailed four key components of the league’s strategy to engage fans, which overlap in various ways.
The first element emphasizes the players themselves. One campaign features Ohtani and Judge with the tagline, “Once in a Generation. Twice.” Individualized league content is created around them—“All Rise” for Judge and “Sho Time” for Ohtani—across diverse channels, including social media, television, and outdoor billboards.
The second aspect is not unexpected: it pays homage to history.
“Joe DiMaggio and Jackie Robinson faced off in a Yankee-Dodger World Series. So did Mickey Mantle and Sandy Koufax,” Manfred explained. “This series is a continuation of that legacy.”
Both Manfred and Clayton Kershaw stand to benefit from the Dodgers making it back to the World Series. (Daniel Shirey / MLB Photos via Getty Images)
The third component extends internationally. Earlier in this postseason, the game between the Dodgers and the San Diego Padres in the National League Division Series marked the all-time most-watched MLB postseason game in Japan. This decisive Game 5 drew an estimated average of 12.9 million viewers on Japanese television, surpassing those in the U.S. One of the starting pitchers in that game, Yoshinobu Yamamoto of the Dodgers, is slated to take the mound for Game 2 of the World Series.
“I believe our ratings in Japan are going to be phenomenal,” Manfred stated. “It’s a significant market where there’s real financial potential.”
Earlier in the postseason, MLB launched 113 billboard ads throughout Tokyo, symbolizing the total home runs and stolen bases achieved by Ohtani.
The fourth aspect of the league’s strategy focuses domestically, aiming for the World Series to be perceived as more than just a bi-coastal celebration.
“We are promoting in various markets beyond LA and New York. We have an initiative in Las Vegas at the Sphere,” Manfred mentioned. “Why are we doing this? We want the World Series to be an event that resonates with fans across America, not solely within those two cities.”
A key part of this initiative involves targeting younger fans through social media and music, ensuring engagement where they spend their time. MLB collaborated with El Alfa, a Dominican music artist, to produce a song about Soto ahead of the playoffs. Andrews acknowledged that MLB has historically trailed behind the NBA and NFL in leveraging social media effectively.
The previous year’s World Series, featuring the Arizona Diamondbacks and Texas Rangers, did not present a similar opportunity. However, once a matchup is determined, there’s a limit to the new strategies MLB can implement to enhance the series, Andrews noted. Success mainly hinges on executing existing plans.
In this context, Jon Einalhori, vice president of marketing at the player agency Apex, believes that the Series has the potential to rejuvenate the sport.
“It’s not just a stretch to say that there’s a genuine opportunity here,” Einalhori explained, representing several players involved in the series. “When you examine the data on fan attendance, TV ratings, viewership, and social media engagement, the trends are clearly upward. This momentum has been building for years.”
The league reported a decrease in the median age of ticket buyers from 51 to 46. FOX, the broadcaster for the World Series, has recorded a 39 percent increase in viewers aged 18 to 34 during this postseason compared to last year, marking their best performance since 2017.
According to a report published by SponsorUnited, a platform tracking sponsorships in sports, Japanese brand presence in MLB stadiums has surged by 218 percent over the last two seasons, a growth partly attributed to Ohtani’s immense popularity.
The Dodgers and Yankees have collectively generated an estimated $300 million in sponsorship revenue this year, showcasing a significant financial rivalry beyond payroll considerations. Bob Lynch, the founder of SponsorUnited, characterized their competition as “the equivalent of the Dallas Cowboys facing off against the Golden State Warriors: two entities that together generate more sponsorship revenue than any other two teams in U.S. history.”
“The way I perceive this World Series is that we’ve
“We experienced two exceptional years in succession,” Manfred remarked. “Our attendance is increasing, ratings are strong, and our demographics — both for ticket sales and television viewership — are notably improving. … I believe this World Series presents a chance to reach a broader national audience due to the player matchups involved.”
The beginning of the 2023 season marks a significant turning point. Manfred defied traditionalists by implementing a pitch clock, which promotes faster game play and creates a more dynamic watching experience.
Lynch also observed that the league has enhanced its internal business operations that support the teams. This season, MLB franchises collectively saw a 20 percent rise in sponsorship revenue.
<p“They had an incredibly successful off-the-field season,” Lynch commented. “This represents a fortunate culmination of excellent business performance.”
However, not everything will be within MLB’s control for the next eight days, the maximum duration of the series. This uncertainty isn’t necessarily negative. Einalhori pointed out that MLB is overwhelmed with requests from celebrities wanting to attend the games.
“You’re likely to see hundreds of millions, if not billions — I’m not joking — of social media impressions coming from beyond the baseball community,” Einalhori noted. “That aspect is the most difficult to quantify in terms of capitalizing on it, but it’s probably going to provide the most value.”
FOX will play a significant role in shaping the public reception of the game. Andrews stated that with the presidential election, college football, the NFL, and now the NBA seasons all happening, it’s a highly competitive news environment that baseball must navigate.
“Clearly, your broadcasting partner should be supportive,” he said.
MLB and FOX did consider one special arrangement that ultimately proved unnecessary.
This year marked the first instance that the World Series could have two potential start dates: October 25 or October 22. The earlier option would have helped avoid a lengthy delay had both Championship Series concluded in five games or fewer.
However, as both the Dodgers and the Yankees advanced to a fifth game with a chance to close out that round, MLB and FOX contemplated keeping the World Series on the later schedule to allow for more buildup.
“That largely stemmed from our broadcast partners’ desire for additional time to sell,” Manfred explained regarding the discussion.
Ultimately, since it took six games for the Dodgers to progress, that conversation became irrelevant. Nonetheless, a matchup between L.A. and New York is advantageous for FOX, allowing them to tap into the fan bases of the two largest cities in the nation.
Of course, some supporters from smaller markets may grumble that those teams, with their substantial payrolls, are the last ones standing. However, Manfred defended the overall competition and balance within the sport.
“Our track record regarding competitive balance is quite strong,” Manfred asserted. “I don’t believe you can complain about the Yankees and the Dodgers considering the recent matchups we’ve had.”
In this notable World Series, Manfred stated, “Our long-term efforts are beginning to yield significant results.” The pressing question will be how long this success can be sustained. In the coming years, MLB may attempt to establish a national streaming package with a major digital partner. The revenue generated from these media rights will hinge on how well it can capture national interest.
“The NFL has done an outstanding job of generating year-round content and ongoing discussions, while baseball tends to fade away during the winter months until spring training,” Andrews observed. “Emphasize your social media channels and remind fans, ‘If you missed this, here’s a recap of all the exciting moments from last fall, and be sure to stay tuned for 2025.’”
(Illustration by Meech Robinson / The Athletic; Photos: Heather Barry, Todd Kirkland, Rob Tringali, Kevork Djansezian /Getty Images)
Baseball’s Golden Opportunity: How the Dodgers vs. Yankees World Series Could Revitalize the National Pastime
The Historic Rivalry: Dodgers vs. Yankees
Baseball has long been hailed as America’s pastime, but with evolving interests and increasing competition from other sports, its popularity has faced challenges. A potential World Series matchup between the Los Angeles Dodgers and the New York Yankees could serve as a much-needed boost to the sport, drawing in fans both old and new. This combination of storied franchises represents the very essence of baseball, filled with history, rivalry, and excitement.
The Significance of the Matchup
The Dodgers and Yankees are not just teams; they are institutions in the world of baseball. Their historical significance includes:
- Rich History: The Yankees have won 27 World Series titles, while the Dodgers have secured 7.
- Iconic Players: Legends like Babe Ruth, Jackie Robinson, Sandy Koufax, and Derek Jeter have donned their uniforms.
- Geographic Appeal: With fans spanning the entire nation, these two teams could attract viewership from coast to coast.
Economic Impact on Baseball
A Dodgers vs. Yankees World Series could lead to significant economic benefits for the sport, including:
Increased Revenue from TV Ratings
The potential for skyrocketing television ratings is immense. A matchup of this caliber could lead networks to pay premium prices for broadcasting rights, similar to the 2020 World Series ratings, which saw a decline. However, the historical allure of these franchises promises a resurgence.
Merchandising Opportunities
Sales of jerseys, caps, and memorabilia would see an uptick. Fans would be eager to show their allegiance, leading to an increase in merchandise revenue:
| Merchandise | Estimated Sales Increase |
|---|---|
| Dodgers Jerseys | 30% |
| Yankees Caps | 25% |
| World Series Memorabilia | 40% |
Boosting Fan Engagement
The excitement of a Dodgers vs. Yankees World Series would rekindle enthusiasm among long-time fans while attracting a younger demographic. Several strategies can be adopted to enhance fan engagement:
Social Media Campaigns
Utilizing platforms like Twitter, Instagram, and TikTok for unique content, behind-the-scenes footage, and player interactions can engage fans and create a buzz around the World Series.
Interactive Experiences
Teams could host virtual watch parties, provide exclusive content, and engage in live Q&As with players, enhancing the fan experience.
Case Studies: Successful Sports Rivalries
To understand the impact of a significant rivalry, we can look at other sports. For instance:
The NBA’s Lakers vs. Celtics
The Lakers and Celtics rivalry has historically led to increased viewership during playoff seasons and significant merchandise sales. The 2020 NBA Finals saw the Lakers’ return to the championship elevating interest across the board.
The Super Bowl: Patriots vs. Giants
Super Bowl matchups between these two teams have consistently drawn large audiences, showcasing the power of historic rivalries in driving fan engagement and interest.
Firsthand Experiences from Fans
Among fans, the prospect of a Dodgers vs. Yankees World Series is exhilarating. Here are snippets from avid supporters:
Maria, a Dodgers Fan from Los Angeles
“The Dodgers and Yankees facing off would be like a dream come true. The history, the players—it’s what baseball is all about!”
James, a Yankees Fan from New York
“Seeing the Yankees in a World Series against the Dodgers would reignite my passion for baseball. It’s the ultimate test of skill and tradition!”
Benefits of Revitalizing Baseball
Reinvigorating interest in baseball through a high-stakes World Series has far-reaching benefits:
- Increased Youth Participation: More young fans may sign up for Little League and other youth programs.
- Community Engagement: Local businesses can benefit from increased foot traffic and sales during the games.
- Media Coverage: A resurgence in baseball interest could lead to more coverage in sports news, enticing casual fans to tune in.
Practical Tips for Fans to Prepare
As anticipation builds for the Dodgers vs. Yankees World Series, here are practical tips for fans to make the most of the experience:
1. Secure Tickets Early
With high demand expected, it’s essential to purchase tickets as soon as they become available.
2. Plan Watch Parties
Gather friends and family to enjoy the games together, creating a community atmosphere.
3. Stock Up on Merchandise
Donning team colors is a way to show support. Purchase jerseys, caps, and other memorabilia ahead of time.
4. Engage on Social Media
Share your excitement and engage with other fans on social platforms to enhance the experience.
Conclusion: The Future of Baseball
The Dodgers vs. Yankees World Series could be the catalyst that revitalizes baseball, bringing together generations of fans and ensuring the sport remains relevant in a fast-paced entertainment world. As the excitement builds, fans are eagerly awaiting this historic showdown, ready to witness the pageantry and drama that only baseball can offer.
