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30 September 2021
Mets plan marketing overhaul
Brand relaunchesSportsUnited States
As well as recruiting a president of baseball operations to oversee success on the field, the New York Mets are planning a marketing overhaul as the baseball team seeks to attract younger fans and cultural credibility.
A start-up management firm has been recruited to “evolve the Mets brand and accelerate innovation and engagement across the organization.” As well as updating the brand identity it aims to “merge the realms of sport and entertainment in new and original ways” – so expect to see the Mets brand popping up across film, television, fashion, social media and music.
New experiences will be on offer at Citi Field as the team’s home in Queens looks to expand beyond a sports destination to become a hub for culture and entertainment.
Why it matters
Fewer young people are playing baseball while the TV audience for Major League Baseball is old, and getting older: from a median age of 56.9 in 2017 to 59.7 this year (Nielsen data). Attracting young fans and improving the team’s ‘cool’ factor will help bring in more lucrative, long-term sponsorship deals, says chief revenue officer Jeff Deline.