| Introduction | | | | of stories that have been aired in most local news |
| Baseball is one of the most well attended and well | | | | channels and other sporting channels. Usually, this |
| loved sports in the United States. Even | | | | is possible as result of the efforts made by the |
| newspaper reports recording the lowest MLB | | | | MLB to organize the viewing of these products. |
| attendance do not even compare to the highest | | | | (Mc Eylea, 2008) |
| attendance in other sports such as the NBA. | | | | Franchise values |
| Consequently, one is left to wonder whether | | | | Some players use the names of their respective |
| there is a need for personal marketing techniques | | | | clubs to market themselves. In other words, as |
| among the baseball players. The answer to this | | | | soon as they qualify to play for a certain well |
| question is a definite yes. Baseball players just like | | | | known team then they market themselves as |
| any other players need to market their services | | | | the faces representing those games. One such |
| to the public, coaches and also to the baseball | | | | example is the team captain of the Yankees. This |
| association. The paper shall look at an in depth | | | | player has become one of the well known players |
| analysis of how baseball players market | | | | owing to the fact that he uses his affiliation to the |
| themselves and some recommendations will also | | | | Yankees to inform the public about his existence. |
| be given about aspects that need improvements. | | | | The latter approach is quite important in the world |
| How baseball players market themselves | | | | of baseball because failure to use it may result in |
| Product endorsements | | | | very poor exposure for a player. Additionally, |
| The first major avenue that baseball players use | | | | when players affiliate themselves to baseball clubs |
| to market themselves as sporting products is | | | | that have been performing poorly, then they may |
| through product endorsements. Usually, players | | | | ruin their marketing strategy. A good example of |
| are approached by interested companies and then | | | | such a club is the Expos. The expos has not been |
| requested to endorse a certain product. This may | | | | doing well over the past season owing to the fact |
| be done by displaying the endorsement on | | | | that their management has been trying to |
| television advertisements, on the cover/packaging | | | | relocate them to other parts of the country. In |
| of that particular product, through posters about | | | | fact, records show that players within this club |
| the product or other media channels. (Howard, | | | | have not been paid well because the club lost |
| 2007) | | | | close to thirty million dollars because of their |
| It should be noted that many baseball players | | | | failure to relocate. Players who associate |
| may not be as enthusiastic about endorsement | | | | themselves with such a club are bound to ruin |
| deals as other players in the market. Usually, | | | | their overall image. |
| basketball players, golfers and tennis players are | | | | Public relations |
| greatly associated with this form of advertising in | | | | Because of the level of modesty that is prevalent |
| comparison to base ball players. Despite this low | | | | in the MLB, one cannot ignore the fact that this is |
| turnout, a few players have exploited this avenue. | | | | one of the most essential marketing tools in the |
| For instance, a number of magazines such as | | | | sports. Many players opt for this alternative |
| "Sports Daily" have been targeting sports | | | | because public relations offers certain features |
| marketing within the country. They have | | | | that cannot be found in other sport marketing |
| explained just how some baseball players utilize | | | | activities. First and foremost, through public |
| television advertisement to make themselves | | | | relations, the public can learn all about a player's |
| known throughout the entire country. The latter | | | | history rather than just a particular aspect about |
| magazine has given the name of the following | | | | them. This is possible because when most sports |
| baseball players as some of the most marketable | | | | magazines, newspapers or websites write about |
| baseball players in the country. They include: | | | | the good deeds that baseball players participated |
| - Sammy Sosa (Chicago Cubs) | | | | in, they are likely to add in certain comments |
| - Alex Rodriguez (Texas Rangers) | | | | about the career or the ability of those respective |
| - Derek Jeter (Yankees) | | | | baseball players. . (Mc Eylea, 2008) |
| The latter player is one of the most respected | | | | Public relations is an important marketing avenue |
| sports marketers in baseball. This is partly as a | | | | because the public tends to believe it more than |
| result of his ability to secure long term deals with | | | | other direct forms. This is because a third party is |
| influential companies within the country. For | | | | giving commentaries about the community or |
| instance, he managed to secure deals with | | | | social responsibility enacted by a player rather |
| Sporting Company Nike and also with Gatorade. | | | | than the player merely talking about himself. The |
| Nike is well recognized in the process of | | | | public usually assumes that an external party has |
| promoting sports players and in this case baseball | | | | higher chances of telling the truth in comparison to |
| players because their products directly target | | | | the particular player who may be making the |
| sporting enthusiasts. Additionally, this company is | | | | comments on his own. |
| highly successful thus implying that their ability to | | | | An example of how baseball players have |
| meet players prices is quite credible. (Howard, | | | | marketed themselves using this avenue is though |
| 2007) | | | | donations to scientific organizations. Baseball |
| The latter player (Jeter) has also secured deals | | | | players from the Phillies have built for themselves |
| with Fleet Bank and Armour Hot Dogs. These | | | | reputations of giving back to the society by |
| two companies indicate just how versatile baseball | | | | encouraging research conducted by ALS institute. |
| players are in terms of reaching a wide range of | | | | It has been giving funds for their projects and this |
| companies. Not only do these players go for | | | | has generated a lot of positive enthusiasm for the |
| endorsements in sports affiliated companies, but | | | | public about this. Additionally, the latter players |
| they also venture in other types of companies | | | | have taken part in specific endeavors with one of |
| that may have nothing to do with sports such as | | | | the most prominent personalities being Curt |
| the food sector or the banking industry. The | | | | Schilling. This baseball player has shown his |
| reason behind such an approach is that baseball | | | | dedication to the research institute by making |
| players are trying to reach a wide range of | | | | contributions to them even after transferring to |
| audiences through their endeavors. The majority | | | | other teams that did not have a contract with |
| of baseball sponsors actually come from non | | | | the latter institute. |
| sport related fields. Additionally, many supporters | | | | Another good example of how baseball payers |
| and fans also come from other sectors of the | | | | have marketed themselves in the field of public |
| economy. This is why it is favorable to use this | | | | relations is through community programs such as |
| line of thought while marketing oneself. | | | | the Inner Cities program. The purpose of this |
| An example of one of the advertisements made | | | | program is to assist in the rehabilitation of crime |
| by a baseball player was the Visa advertisement | | | | prone neighborhoods through the common bond |
| of 2004. In this advertisement, Yankees player | | | | of baseball. Usually, the neighborhoods chosen for |
| Jeter is depicted as a baseball player who has | | | | such projects are those ones that have recorded |
| wronged his team owner. The latter role was also | | | | very high levels of drug abuse, teen violence, |
| played by the actual Yankees team owner. In this | | | | gang violence and other societal vices. (CDM |
| advertisement, the baseball player is asked just | | | | sports, 2008) |
| how he manages to go out all night but still play a | | | | The result of the public relations campaigns have |
| good game of baseball. In response to this, the | | | | reflected very positively among members of the |
| baseball player show his visa card and even opts | | | | baseball association or the persons who took part |
| to take the team owner out for a night out. | | | | in the program themselves. For instance, the |
| When asked to comment about their use of the | | | | latter mentioned program allowed baseball players |
| baseball player in their advertisement the Visa | | | | the opportunity to showcase their positive side by |
| vice president Madam Silver claimed that the | | | | creating a platform in which they could interact |
| company had a keen eye for the kind of events | | | | with the children. The children in that neighborhood |
| or issues that are in season. Since baseball (and | | | | were given items such as; |
| that particular baseball player) were highly | | | | - Bats |
| respected, then Visa knew that they had a higher | | | | - Balls |
| chance of getting the attention of their target | | | | - Gloves |
| market by appealing to them through such a well | | | | - Etc |
| know player. Shown below is an image depicting | | | | A follow up of the program also found that large |
| the latter player | | | | numbers of them had embraced a positive aspect |
| Source: | | | | in life. For instance, some of them pursued their |
| On the other hand, Jeter chose to participate in | | | | education and were able to complete college |
| this advertisement because he understood the | | | | through baseball scholarships. As if this was not |
| fact that he could get greater levels of exposure | | | | enough, a substantial number of them embraced |
| here rather than in other promotional strategies | | | | lifestyle changes by living positively. Consequently, |
| because the advertisement would be aired at the | | | | through these avenues, a number of baseball |
| Emmy awards and in local television shows for a | | | | players were exposed to the public and most of |
| very long period. Additionally, ratings designed to | | | | them could now fit into the lifestyle of a well |
| measure the overall success of the | | | | known player. |
| advertisement also indicated that the process was | | | | Direct marketing for scholarships |
| highly successful. For instance, it was found that | | | | Because of the relative prevalence and fame of |
| twenty six percent of the respondents who saw | | | | the baseball game, then a series of marketing |
| this advertisement liked it a lot. Fifteen percent of | | | | agents have been created in order to encourage |
| them also claimed that they liked it. This means | | | | direct marketing to baseball coaches and auctions. |
| that the advertisement was effective in getting | | | | Through this avenue, students can get college |
| the message across but most importantly for this | | | | scholarships for baseball and thus begin a long and |
| baseball player; it was important in exposing him | | | | elaborate career in their respective sporting |
| to the public eye. (Howard, 2007) | | | | teams. Taking the example of a group known as |
| Most companies that use baseball players for their | | | | Athletics scholarships; this company is important in |
| advertisements claim that these adverts are | | | | laying out some of the important qualities that |
| important in ensuring that the public can still | | | | potential players willing to join the baseball |
| generate excitement about the advertisement or | | | | association need to know before entering into |
| that there should be a buzz surrounding the ad. | | | | those fields. For example, one has to tell coaches |
| However, in instances where this is overdone, | | | | exactly what kind person they are and why they |
| then baseball players may not be able to create | | | | should be considered as potential members of a |
| the image or change that they require. However, | | | | certain team. |
| if done in moderation, then it can attract the | | | | There are a series of associations that are |
| attention of the general audience. | | | | responsible for taking care of these obligations. |
| MLB Campaigns | | | | The first one is the NCAA and the other is NAIA. |
| MLB has not been very enthusiastic about | | | | Through the NCAA students have the potential to |
| marketing its baseball players as other major | | | | access close to six thousand scholarships through |
| league games in the United States. They were | | | | the program. Some of these scholarships may |
| fond of complaining that their players require too | | | | either be full scholarships or they may be partial |
| much enumeration or that they were not good | | | | ones depending on students' qualification. (Athletic |
| enough. In response to these attacks, then the | | | | scholarships, 2008) |
| baseball labor union has a talk with MLB | | | | Most sports athletes are actually fond of using |
| management to inform them about the possibility | | | | this approach nowadays. Most of them may write |
| of promoting baseball players. (Hallstrom, 2006) | | | | down details about themselves and their |
| In response to the agreement that they made | | | | experience in baseball within their resumes. They |
| with the association, the company decided that | | | | eventually send this resumes to the concerned |
| after the season it would promote their player's | | | | parties and those who happen to be in need of it |
| capabilities through major campaigning. The | | | | can access it through the most favorable |
| campaign was dubbed I live for this. Through this | | | | avenues. |
| avenue, it was possible for the MLB to market | | | | Conclusion |
| their baseball players as approachable individuals. In | | | | Baseball players are more laid back in their |
| fact the baseball players have been accused of | | | | approach to marketing themselves. However, this |
| being too serious and that they do not come | | | | does not imply that they do not engage in the |
| across as approachable. Consequently, the | | | | practice. Most players market themselves in less |
| campaign was engineered to make them appear | | | | obvious methods such as public relations, MLB |
| as though they are quite open minded and | | | | franchising and also through campaigns made by |
| understanding about prevailing circumstances. | | | | the MLB. However, there are still certain direct |
| The latter group was able to reach a large | | | | forms of marketing that entail advertisement. |
| number of people because statistics indicate that | | | | There are usually done through product |
| baseball is one of the sporting activities with the | | | | endorsements. Additionally, some candidates |
| highest number of great players at any given | | | | interested in joining the MLB may market |
| season throughout the United States. | | | | themselves directly by writing about their qualities |
| Consequently, bringing this out was an important | | | | and sending them to the respective coaches or |
| part of the program. On top of that, they | | | | associations. |
| asserted that the kinds of personalities that | | | | Reference |
| baseball players had was quite likeable and that | | | | Athletic scholarships, (2008): College Baseball |
| they were wonderful people to be around. The | | | | Financial Aid Information, available at |
| following players highlight just how true these | | | | Mc Eylea, J. (2008): Nate Kuhn of AZ clash over |
| assertions are | | | | baseball, retrieved from |
| - Henderson Rickey | | | | Available at |
| - Eric Gange | | | | Howard, T. (2007): Baseball player's |
| - Barry Bonds | | | | endorsements, USA Today, Associate Press |
| - Albert Pujols | | | | CDM sports (2008): Major league Baseball players |
| - John Smoltz | | | | association and marketing, associate press |
| All the latter players have a very wide list of | | | | Hallstrom, D. |
| admirers. These have been depicted by the kinds | | | | |