I was asked to write an article for the Huffington Post’s sports business/marketing section (random), but for some reason (maybe the article sucks?) it will most likely never be posted. Because _amb is as prestigious and widely read, i’m posting it below. maybe you’ll learn something about the marlins’ rebrand:
Despite winning two World Series championships in its first 19 years of existence (something most fans would be more than content with, especially fans of the eight Major League Baseball teams that have yet to win even one), the Miami (née Florida) Marlins have not been able to translate their relative, roller coaster-like success to even modest merchandise sales, television ratings or fan attendance. In 2011, The Fish averaged a little over 19,000 fans a game at Sun Life Stadium, good for 28 of 30 teams in Major League Baseball with an average television rating on Fox Sports Florida of 2.03, down 27.8% from the previous season according to the South Florida Sun Sentinel.
Teams who struggle to connect with fans have tried a variety of ways to bring people to the ball park, including ticket packages encouraging opposing team’s fans to show up (Washington Nationals), blowing shit up on the field in between a doubleheader (Chicago White Sox) or simply drafting well and making smart free agent signings (none of the teams I root for).
The Marlins decided a rebranding was in order to coincide with the opening of their new stadium in downtown Miami. At the first ever event at the brand new Marlins BallPark, held 11/11/11, team owner Jeffrey Loria unveiled the new name and look to the fans, media and rapper/Dr. Pepper spokesman/MC of the event Pitbull, who were in attendance. The flashy black, yellow, orange and blue logo and uniforms will represent the “certain flavor” of Miami, Loria said.
“It’s a very contemporary look,” Loria added. “Print you don’t see anywhere, the color combinations you don’t see anywhere. The energy that it gives off you don’t see. And it’s never been done before.” An identity inspired by South Florida’s unique architecture, style and culture was clearly a focus of both Marlins executives and SME Branding, the global strategic brand development firm behind the rebrand effort. “With a name change that embraces the rich, diverse, lifestyle of the city of Miami coupled with an impending move to a brand new, baseball-centric, state of the art facility, this is truly a historic time for the Florida Marlins organization and represents the start of a bright new future. We look forward to the challenge of producing an incredible new look and feel for the Marlins – one that fans will love,” Senior Partner and Chief Creative Officer Ed O’Hara said in a press release.
The Marlins’ unconventional rebranding bucked a recent trend in sports. The Toronto Blue Jays, Baltimore Orioles, New York Mets and San Diego Padres, the other MLB teams who made noticeable changes to their look this offseason, all took elements of their more successful pasts to play off nostalgia in hopes of selling more merchandise and improving stadium attendance. Even if the level of play doesn’t match the franchise’s glory years, team executives hope fans don’t mind when the players look like Joe Carter, Brooks Robinson or Tom Seaver. With their new brand, the Marlins have erased ties to their history entirely. Nobody will think Logan Morrison looks like Livan Hernandez… for multiple reasons.
Another interesting angle the Marlins took with their new uniforms is to have “Miami” emblazoned on their home uniforms, emphasizing civic pride over the team except for an alternate uniform, instead of the more common team name at home and City/State on the road.
This was a smart business decision, as the team hopes this new found emphasis on the 3-0-5 will attract fans that previously ignored them – kind of like getting a tattoo of a crush’s name across your chest to get them to notice you – something I don’t necessarily recommend. Another example, on the other end of the spectrum, is the New Jersey Nets of the NBA, who removed “New Jersey” from their brand entirely, in preparation for their move to Brooklyn in 2012.
Has the new Miami Marlins brand paid off since revealing their new look?
Marlins President David Samson says merchandising sales have been “staggering” according to the Miami Herald, and the team has already equaled 17% of last year’s merchandise sales in terms of revenue after the first weekend following the unveiling alone. The Herald also reported the team will most likely conduct a lottery for the slim number of Opening Day tickets the team is making available to the general public that haven’t already been scooped up by season ticket holders.
Immediate sales don’t ensure lasting brand success, however. The Buffalo Sabres’ “buffaslug” brand from 2006-2010 is universally known as one of the worst brandings in sports history, yet the team saw a 900% increase in sales on NHL.com in the weeks after the logo and uniforms debuted. This was most likely because the Sabres were a Stanley Cup Contender that year (they lost in the Eastern Conference Finals the previous season), and not because Buffalonians identified with a weird cartoon buffalo with no arms or legs. The Sabres returned to a classic look last season.
The sports brand relies on the success of the product, and not vice versa. The Marlins seem to recognize this, and are targeting stars SS Jose Reyes, 1B Albert Pujols and SP Mark Buerhle in free agency. Their success or failure to put a good product on the field will ultimately decide whether fans start showing up to games or buying Emilio Bonifacio sherseys.
