A Dynamite Game Plan.

A couple of weeks ago, a diary entry on the MLS_UK blog made me realize I hadn't noticed a big difference between going to an MLS game compared to a match in England.  The UK based Sounder correspondent, Liam McGrath, seemed pretty excited at the prospect of getting a free haircut and tacos - although CDC regulations surely prevent getting both at the same time. Such promotions have been a staple in American baseball parks for decades, but they are completely unfamiliar to British fans.  Baseball teams had already devised marketing strategies to increase attendance, with games promoted with free stuff, prizes for the fans - and sometimes even - the detonation of high explosives. 

San Jose Giants Beer Batter T-shirt 

Marketing promotions at the major league level are usually in the form of the aforementioned ‘free stuff’:  Snuggies, bobble heads and caps.  Minor league baseball, by its very definition, has lower attendance levels: clubs are often located in smaller markets, with smaller stadia and with much younger teams.  My own personal favorite San Jose Giants tradition is the Beer Batter.  The Giants pick an opposing batter, and each time he swings and misses the PA plays the refrain from ‘Roll out the barrel’ - if he strikes out then it’s half price beer in the stands for the rest of the inning.  It keeps the fans engaged and happy and it’s a cool way to psych out the opposition. 

My fave bomb squad T-shirt

The most amazing, off the wall, pre-game appearance I ever saw at a minor league baseball game was Captain Dynamite – he placed what appeared to be a coffin in the outfield, climbed into it, and after a count-down – as his moniker implied - it blew up.  Miraculously, he survived each explosion, staggering out of the smoking splinters each time, but I have to think he’s a trifle deaf by now.

MLS marketing promotions make the most of both strategies, but I haven’t seen any dynamite related events (yet).  Fans still get free stuff in the form of giveaways and rewards for shut outs, but there are also goal shooting or dribbling contests to win everything from KFC (Kickin’ for Chicken) to flights to Hawaii.  In fifteen years of MLS, the quality of play has undoubtedly been the major reason for the growth of soccer in the US, but free stuff has undoubtedly made some contribution to the larger attendance levels we see now. 

The development of younger players in the baseball farm system has also been mirrored in MLS - the reserve league has reappeared this year and can provide the fans with even closer access to the game.  The Quakes play theirs at the Nutrilite training facility and fans line up on the sideline; get too close you might get bowled over by the assistant.  Furthermore, each team also has their own academy players, typically teenagers, with the aim of developing local soccer talent – all of which sounds like a ‘farm system’ to me. 

The American version of the beautiful game has undoubtedly been inspired by its own national pastime of baseball. I will not, however, be talking to my season ticket rep about bringing in Captain Dynamite for an explosive half time show any time soon.  How about an Earthquakes Snuggie though?

Find out what other British fans are saying about MLS here.