How do you lure women to the ballpark? With something other than an actual ball game. The latest creative sports marketing scheme drew 100 Dodger fans and yoga enthusiasts to the team’s stadium for a yoga session with Dodger outfielder Andre Ethier. Apparently he can do more than catch fly balls — he’s got a mean downward dog.
The L.A. Times reports that lackluster ticket sales and dwindling corporate sponsorship are driving teams to cash in on the celebrity of their players. And for fans that can afford paying to lunch or fish with their favorite athletes, its well worth it. “People love having that special access,” said Dennis Mannion, the Dodgers’ president and chief executive officer. While an hour on the mat with Ethier cost fans $100 a pop, Dodger pitchers Brent Leach and James McDonald reeled in $11,000 for a day of fishing.
This isn’t a Dodger-specific tactic however, major league franchises across the United States are exercising the power of exclusivity. Teams like the Phillies, Eagles and Chargers are offering cruises to Mexico or the Bahamas with some of the players, promotions that can run you anywhere from $1,600 to $6,000. But the most interesting one yet: paying $1,250 for a day’s work as a Detroit Tiger’s groundskeeper. Go figure.
For some, being a simple observer is no longer sufficient enjoyment. Jon Greenberg, executive editor of Team Marketing Report, a sports marketing research firm, explained in the Times piece, “Fans feel a closer connection with the team when they interact with players.” Interestingly, this approach attracts women.
“It was such a unique offer,” said Melanie DuPre, 35, sweating as she came off the baking field. “I wanted to check it out.” DuPre drove 25 miles to sweat with Ethier in 95-degree heat. Another fan in an Ethier T-shirt, Julia Angello, said “Being able to do yoga with Andre was really cool.” The mostly female event pulled in $10,000. But Ethier didn’t take a cut, he instead gave his portion to charity.
Some may criticize these activities for their extravagance, but its truly a win-win set up High-paying fans are happy, charities benefit, and the extra income keeps the stadium doors open for those who, despite their love of the game, can still only afford the cheap seats.
Photo courtesy of malingering, via Commons Wikimedia.
