Take Me Out to the Ball Park; and Give Me a Premium Too
It won’t take much to get baseball fans out to Sunday’s Opening Day game between the New York Yankees and the Boston Red Sox, but Major League Baseball teams still rely on premium giveaways to get seats filled.
Take the Pittsburgh Pirates for example. Game day promotional giveaways can deliver a surge of 10% to 30% in attendance and bring more casual fans out to the park in addition to the die hards, said Tim Schuldt, VP-marketing and sales for the team.
“Premiums provide a value-added item for the fans who come to the game,” Schuldt said. “Consumers may not be the hardest of hard core fans, but premiums can help build the relationship with the younger fans.”
The Pirates have a wide range of giveaway days planned this season, set to attract a variety of attendees from the avid fan to families to collectors.
For example, on May 22 and Aug. 7 families will be enticed to come to PNC Park with Oliver Onion Pierogi and Cheese Chester Pierogi mini-bobble days, respectively. The toys are sponsored by Mrs. T’s Pierogies through a partnership with regional grocery chain and Pirates sponsor Giant Eagle. School supplies will be given away at games on Aug. 27 and 28, and random drawings for computers will be held during every inning of the games.
On Labor Day weekend, The Pirates will tie Bob the Builder to its promotions. The character will make a live appearance Sept. 4, and kids ages 12 and under will receive a Bob the Builder lunch pail. By Sept. 18, fans will get the “Jack Wilson In The Box,” a team-branded Jack in the Box. Shortstop Jack Wilson pops out when cued in his team uniform. Both giveaways target kids 12 and under.
To capture collectors and hobbyists interest, on June 10 all fans will receive a replica sculpture of Forbes Field, the former longtime home of the team. The team gave away a replica of another former park, Three Rivers Stadium in 2004 and of it’s current home, PNC Park, in 2003.
The family nature of baseball, is one of the reasons the American Girl brand has tapped Major League Baseball as well. The brand dangles exclusive limited-edition doll-sized baseball uniforms at one game per team per year: The Chicago Cubs (since 2002), New York Yankees (2003) and Cincinnati Reds (2004).
“American Girl promotes a lot of the same ideas as baseball, which is spending quality time with family,” said American Girl spokesperson Julie Parks.
The premiums are only given away at games with close proximity to American Girl Place retail stores (Chicago and New York). The doll comes in a gift bag with a flier detailing store locations.
In Cincinnati last year, the brand gave away a Reds uniform that is available in American Girl catalogs—the character “Kit” grows up in Cincinnati during the Great Depression and is a Reds fan. This year the uniform will be a game day exclusive. American Girl’s demographic is girls 14 and under.
The Cubs, who never have a problem selling out Wrigley Field, have upped the giveaway stakes for 2005. During 27 of its 81 home games, the Cubs will hold in-game drawings for higher-end prizes.
For example, on April 23, 100 random winners will receive a Mitchell & Ness 1961 Billy Williams Cooperstown Authentic Collection road jersey, valued at $250. In addition to jerseys, other random giveaways include limited edition baseball gloves and MLB Authenticated autographed photos.
