Marketing a minor-league baseball team can be a challenge, especially given the revolving door that sees players come and go throughout a season. So for minor-league general managers like Andrew Webber of the Connecticut Tigers and Robert Goughan of the Bridgeport Bluefish, ensuring financial success is dependent on getting the local business community to embrace the team.
“We’ve learned very quickly about Eastern Connecticut,” said Webber, whose team is entering its second season in Norwich. “This is Eastern Connecticut’s team, not Norwich’s.”
The Tigers, New York-Penn League Single-A short-season affiliate of the Detroit Tigers, signed a 10-year lease with Norwich last year. The team drew nearly 50,000 fans to 6,270-seat Dodd Stadium in 2010 and Webber is expecting a bump this year based on increased season ticket sales to date, particularly corporate sales. The first of 38 home dates for the team is June 20.
“If a business chooses to advertise with us, we will try and give them the best return on their investment as we can,” he said.
The team is scheduled to host to a pair of Business After Hours events this season. The Chamber of Commerce of Eastern Connecticut will hold an event on Tuesday, May 17, and the Greater Norwich Area Chamber of Commerce will have its turn on Thursday, July 21.
Individual tickets range from $7 to $20. The team also offers luxury suites, group outings, and season ticket packages.
For the Bluefish, an independent team playing in the Atlantic League of Professional Baseball, marketing and promotions are what will drive the team to profitability, said its general manager.
“Business has been better this year,” said Goughan. “Part of that [last year] was a function of the club not maximizing its attempts to get involved with the business community … will we hit our goals? I think we’ve got a shot.”
The team is working with as many groups and organizations as it can to promote itself as a viable advertising alternative, Goughan said.
Bridgeport offers season tickets for $500 to any business that is a Chamber of Commerce member. Among the advertising opportunities, the team offers are event night sponsorships, on-field promotions, and billboards at The Ballpark at Harbor Yard.
The Bluefish open the season April 29 at home against the Long Island Ducks. Tickets range from $8 to $20.
