Newswise — October baseball is not something to which fans of the Philadelphia Phillies are well accustomed. As recently as two years ago, the sight of someone wearing a red hat emblazoned with a white "P" after the first of the month would have raised eyebrows in Philadelphia; after all, autumn is Eagles season. But after last year's playoff appearance " the first for the Phillies in 14 years " interest in the team is extending well beyond the dog days of summer.
As they march even deeper into this year's postseason, John Lord, Ph.D., professor of sports marketing at Saint Joseph's University, sees opportunities for the team to market themselves as a major player on the local sports scene.
"Philadelphia is a great pro sports town, but since the Eagles have become the clear number one franchise, it is important for the Phillies to win to stay on the radar screen," he said. "It is also clear that when the Phils do win, or at least when they are in the race, fans give their devotion to the team, and it's really exciting to go to a sold-out ballpark reverberating with anticipation and excitement every evening."
The team's management has taken hits over the past several years, but Lord said that two straight playoff appearances are helping to reshape their image. "Many fans feel that the ownership group is not fully committed to winning. It's a perspective that I certainly don't share, and one that certainly holds less validity given the performance of the team over the past two years.
"From a marketing point of view, having a great ballpark with excellent customer service and a fan-friendly environment is key," Lord said. "But nothing keeps the turnstiles turning like winning and two straight Eastern Division titles. It's the best marketing the Phils can do."
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