What Makes Red Sox Nation So Great Part II

The next part of Red Sox Nation that I want to examine is the marketing aspect, which is possibly the key to it all.  From a marketing student's perspective this would seem like the most obvious element of Red Sox Nation...although this next part of the paper that I'm presenting sucks a little of the magic from the first part that  already presented. Still though the marketing element goes to prove why the fans are so loyal just by looking at some of the statistics. So here's why the Sox market their team and the Nation better than other sports franchises.

Marketing in Sox Nation:

"The community of Red Sox Nation has reached far and wide outside of Fenway and even the United States and into the global market. In most cases the Red Sox parallel only the New York Yankees in their reach of fans in terms of being a worldwide phenomenon. In 2004, when Red Sox Nation gained most of its momentum, the team had three all-star caliber players on their team from the Dominican Republic and gained a following from the entire island.  Then in 2007 the team picked up superstar, Japanese pitcher, Daisuke Matsuzaka, along with relief pitcher, Hideki Okajima, and gained attention from the Japanese media. They went on to open their 2008 season playing in Japan.  This along with the rest of “Red Sox Nation living abroad” has built a fan base that leaves the borders of the Red Sox homeland.[i] Other teams have struggled to receive this global recognition.  The Mariners for example have a large Japanese following because of their right fielder, Ichiro Suzuki. However the Mariners have failed to put together many winning seasons and struggle to gain fans within their region. The Red Sox on the other hand have kept their place as a leader in the global baseball market.

The Red Sox have capitalized on the more recent pride in the team by commercializing every aspect and creating a brand. This helps to solidify a concrete form of Red Sox Nation.  The most literal and direct translation of the Nation into a commercialized platform is the “Red Sox Nation” membership card. This is a plastic card that offers fans different benefits as a paying “official member of Red Sox Nation.” [ii]  This program began in 2005, the same season that the Red Sox made up for 21% of all MLB merchandise sales.[iii] This means that people are paying to advertise for the team by wearing and blatantly displaying the logo on everyday items.  

The commercialization of the team is essentially selling an experience to consumers. This is a concept known as Disneyization, which is a direct reference to the way Disney has built a brand around an experience.[iv] This idea has been applied to Red Sox Nation.  When all boiled down the team is about the game experience but everything that goes along with the team creates the elements of Disneyization.  At the very core fans are simply consumers of a brand, The Boston Red Sox Brand.  Being a fan means buying into merchandise, products, and logos, while associating this all with the atmosphere of going to and watching games.

The use of sponsorships also plays a major role in the commercialization of the Red Sox.  A study published in the Journal of Promotional Management examined how sports marketing has become a prominent part of society.[v] One clear finding was the effectiveness of using athletes as spokes people for products and teams.  This is prominent in New England, especially during baseball season. Dunkin Donuts is notorious for sponsoring the team and using players in their out of home media, such as posters and billboards, as well as in commercials and radio spots during the games.[vi] Along with the sponsorships, companies have the rights to use the team logo on their cups, packaging, and trucks. Everyday consumers are essentially told that the Red Sox are their team. The logo and image of the Red Sox within New England is almost inescapable when so many of our everyday products sponsor the team."

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[i] Sennott, Charles M. "Global Attraction; It's Not Just Red Sox 'Nation'- Fans Are Worldwide." Boston Globe 28 Oct. 2004, Third ed.: C.15. Print.

[ii] Hiestand, Michael. "Red Sox Nation Buys Into Team's Success." USA Today. Gannett Co. Inc., 20 Jan. 2005. Web. 02 Apr. 2011. 

[iii] Rovell, Darren. "Yankees, Red Sox Driving More than Half of Sales - MLB - ESPN." ESPN: The Worldwide Leader In Sports. 31 Mar. 2005. Web. 12 Apr. 2011.

[iv] Bryman, Alan. "The Disneyization of Society." The Sociological Review 47.1 (2001): 25-47. Print.

[v] Coleman, Linda Jane, Mayuresh Kelkar, and David Goodof. "Contemporary Sports Marketing: Issues, Challenges and Opportunities." Journal of Promotion Management 7.1 (2002): 195-214. Print.

[vi] Goodinson, Donna. "Dunkin' Donuts Pitches Baseball-themed Promo." Boston Herald 27 June 2008: 23. Print.