Baseball’s Golden Ticket: Can the League Capitalize on the Ohtani Era?
The Quest for National Attention
Baseball’s golden ticket, that is. Major League Baseball has a once-in-a-lifetime player in the World Series, a once-in-a-generation clash of the titans as the matchup, a blessed chance to reclaim at least some of the verity behind the phrase "national pastime."
Shohei Ohtani Stepping Up
Shohei Ohtani steps onto baseball’s grandest stage for the first time, after becoming the first player in the league’s 148-year history to hit 50 home runs and steal 50 bases in the same season.
Marketing and Promotion
The league is mobilizing content creators dedicated toward younger audiences, focusing on West Coast vs. East Coast culture and music. The league has featured a video spot with Ohtani and Judge with the slogan "Once in a Lifetime. Twice." Digital billboards were deployed in high-profile places such as Times Square in New York and the Grove in Los Angeles, with similar promotions planned for Tokyo. Social media is abuzz with Ohtani’s name, and the league is expecting improved ratings.
Is This the Beginning of a New Era?
Yankee Aaron Judge holds up a bottle of Champagne and celebrates with teammates in the clubhouse after beating the Guardians to reach the World Series.
What Ohtani and Judge could offer is the chance for personalities to transcend the sport, in the way that casual basketball fans might have embraced Kobe and Shaq. Ohtani sold the most MLB jerseys this season, and Judge ranked third, behind Bryce Harper. As regional sports networks implode and the league hopes to launch national streaming packages, it needs fans to embrace players they can identify with one name, even if they don’t play for their team.
Dolling Out the Nostalgia
Every station that I turn on in the morning, they’re talking about this, whether it’s radio stations, whether it’s TV stations, whether it’s news programs.
"This has clearly broken through. This is part of the national conversation. Whether it’s the crazy ticket prices or the excitement of watching Ohtani for the first time on the national stage, there is just so much."
Garden’s Take
I ran that by the MLB marketing guy.
"I agree wholeheartedly with his tweet," said Noah Garden, MLB deputy commissioner for business and media.
You’ll hear a lot about improved ratings during the World Series. Pay no attention. Of course more people will be watching this year. The competing teams represent the two largest cities in the United States.
Scene from the Stadium
Yankee Aaron Judge holds up a bottle of Champagne and celebrates with teammates in the clubhouse after beating the Guardians to reach the World Series.
Conclusion
Baseball isn’t dying. But, if the league cannot leverage a World Series featuring its two most valuable players and its two most iconic teams, the national conversation might continue without baseball.
The Dodgers already have executed an Ohtani strategy and won. When the Dodgers open their season in Japan next March, they could do so as World Series champions, with the best player in the world celebrating a homecoming.
Frequently Asked Questions
Q: Will this World Series bring in more viewers?
A: Yes, with the competing teams representing the two largest cities in the United States, fans will certainly tune in.
Q: Is Ohtani’s impact limited to Japan?
A: No, Ohtani’s popularity transcends borders, with the league featuring him in its marketing campaigns and partnering with various non-baseball entities to capitalize on his global appeal.
Q: Can the league sustain interest in the Ohtani era?
A: Yes, by leveraging Ohtani’s unique talent and persona, the league can create new marketing opportunities and experiences, potentially reinvigorating its relationship with fans worldwide.
