Field of woes: baseball tries to get hipper to fight recession and image problems

Article Abstract:

Baseball has seen its image as America's favorite pastime eroded by the recession. Fifteen of 26 major league teams report game attendance declines from 1991. Baseball marketers blame poor weather, but they have contributed to the problem themselves by raising prices 10.4%. Some feel a marketing facelift is necessary. To that end, Major League Baseball Properties Inc has moved its ad account from Bonneville Media to Partners and Shevack Inc. P and S will try to capture new fans by replacing nostalgic images of baseball with more contemporary fare.

Advertising agencies, Business services, not elsewhere classified, Patent owners and lessors, Professional baseball, Baseball (Professional), Major League Baseball Properties Inc., Partners and Shevack Inc., Bonneville Media Communications

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The lower tiers

Article Abstract:

Professional minor-sports leagues that operate successfully do so because they use a management style that is a mix of frugality and business basics. For example, Major Indoor Lacrosse operates as a centralized corporation, with each team as a branch office. The Arena Football League limits salaries to a maximum of $500 per player per game. The leagues use civic enthusiasm as a primary selling tool. However, the odds are against starting a successful league, as the Professional Spring Football League recently found out.

Industry Overview, Management, Sports franchises

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The dream team magnet

Article Abstract:

USA Basketball (USAB), the US sanctioning body for Olympic basketball, is a hit with American companies. This is because the Olympic team features top-quality National Basketball Association players, including Patrick Ewing, Larry Bird, Chris Mullin, and Magic Johnson. USAB's endorsement contracts include companies such as American Telephone and Telegraph, Visa, and McDonald's. The USAB's marketing success is surpassed only by the International Olympic Committee and the United States Olympic Committee.

Basketball players, Olympics, Endorsement advertising

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