MiLB looks to MLB and NFL to launch ʻProject Brandʼ
BELOIT, WI — Snappers Board President Brian Christianson returned from the Winter League Meetings in Nashville with renewed hope that minor league baseball (MiLB) can survive in Beloit.
“The National Association (NA) that governs 160 MiLB clubs is launching a national marketing effort that will generate millions in advertising revenue that each and every club will share equally – from Triple A down to us at Low A,” said Christianson.
Christianson said the campaign is titled “Project Brand” and will require the Snappers invest in the program to receive a return on their investment beginning in 2015.
“This campaign promises to open our small market club to an array of national brands that the NA will recruit,” said Christianson. “But the most exciting aspect is the revenue sharing. I think of it in terms of how the Green Bay Packers share TV revenue equally with big market teams like Chicago. It is a nobrainer for the Snappers to go all in with our investment option.”
Christianson warned Project Brand is not a TV-based effort. “It could grow into that. MiLB teams reside in the top 100 US media markets and national advertisers are highly creative in developing new methods to sell their products. Communicating with our fan base is an audience that they value.”
Christianson also has no concerns that the new MiLB program effort will pull advertisers away from the Snappers in favor of the new national campaign.
“The demographics of our market is just too small to attract that level of corporate advertiser on our own. We need the combined strength and reach of 159 other clubs to make the math work and get a share of the big advertising pie,” said Christianson.
“This program was unveiled in the nick of time for small market clubs like us,” said Christianson. “In 2015, when the Snappers begin seeing a return on our investment, we will have just five years left to either bring Pohlman Field into MiLB compliance, build a new compliant Park, or risk losing the franchise.”
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Brian Christianson, President
Beloit Professional Baseball Association, Inc.
CONTACT:
(cell) 608-347-4002
