Jays lure aces and hope to pitch fans
MONEY BALL
The Toronto Blue Jays have tried to lure customers in recent seasons with the help of sometimes saucy ads, such as one in 2003 that encouraged fans to boo the rival New York Yankees. The ad depicted a Yankees baseball hat covered in bird poop. But now, the Blue Jays are poised to try a new marketing tactic: Selling potential fans on the notion that they can compete for a playoff berth against the big-budget Yankees and Boston Red Sox.
In the span of two weeks, the Blue Jays — who last season paid their players a combined $50 million ( U. S.) — have committed $ 102 million to just two players: starting pitcher A. J. Burnett, signed yesterday to a five- year contract totalling $55 million; and B. J. Ryan, another hurler inked two weeks ago to a $47 million deal, also over five years. The acquisitions may do more than help to revitalize a Blue Jays squad that hasn’t made it to the playoffs since 1993, when it won the second of two straight World Series titles, and finished last season with a record of 80 wins and 82 losses. By adding the coveted free agents, the recently cashstrapped Blue Jays may have taken a pivotal step toward improving their financial standing.
The addition of Burnett and Ryan, added to the team’s stable of home-grown stars, should help the squad burnish its sponsorship and ticket- related revenue, and could even help it command higher broadcast rights, sports marketing and advertising experts say.
“ The signings have given fans some hope, and when the fans have hope, the sponsors are willing to pay higher fees,” said Kevin Albrecht, a veteran sports marketing official with New York- based International Management Group, whose clients include golfer Tiger Woods.
It won’t take long to test that theory. Several of the Blue Jays’ most lucrative corporate sponsorship contracts are currently up for renewal, including deals with General Motors Corp. and Staples Inc.
“ In recent years, the Blue Jays have been walking up against other more popular properties like the Olympics, hockey and the Raptors; there’s only so many marketing dollars to go around,” said Keith McIntyre, founder of K. Mac & Associates Marketing Inc., which advises companies and leagues on sponsorships. The Blue Jays top- level sponsorships likely cost between $ 500,000 and $ 750,000 a season, McIntyre said, adding that “ in baseball in general, it’s been tough pounding the pavement for sponsors.”
Ticket sales may be a source of revenue that could enjoy the best gains this season.
In 1993, second baseman Roberto Alomar and outfielder Joe Carter helped the Blue Jays win their second straight World Series, and at the time, rooms in the SkyDome Hotel cost as much as $ 1,941 ( Canadian) per night and scalpers charged $500 apiece for upper- deck seats. The Blue Jays were a hot ticket, and averaged 50,098 fans per game. But in recent years, they’ve been lucky to draw half that many. Last season, Toronto averaged 24,876 per game, 11th in the 14- team American League.
“ There’s a great buzz and enthusiasm about the team right now and we hope that translates to more people coming out to the ballpark and watching on TV,” said Blue Jays president Paul Godfrey. The team might also soon increase its TV- related revenue. While all 30 Major League Baseball teams share revenue from the league’s contract with U. S. broadcaster Fox, the Blue Jays also have one year remaining on deals with Rogers Sportsnet and BCE Inc.’ s TSN sports channel that pay about $ 100,000 ( Canadian) a game. Rogers also owns the Blue Jays.
“ If the Blue Jays come out with a good season, advertisers are going to want to get back in baseball, and TSN and Sportsnet are going to be asked to pay more,” said one media industry official. “That doesn’t really matter, of course, with Sportsnet since they’re both owned by the same company.” An MLB official said the team lost about $7 million ( U. S.) last season on revenue of $ 150 million, despite the fact the Jays received about $68 million from baseball’s revenue- sharing plan, designed to help make smallmarket clubs more competitive. Over the past five seasons, the Blue Jays have lost a combined $ 160 million, the official said. To be sure, it’s possible the Blue Jays will fizzle even with Ryan and Burnett.
Just last winter, the New York Mets were in a similar position. The Mets had signed the two best players on the free- agent market. Former Red Sox ace Pedro Martinez received a fouryear, $53 million contract and superstar centrefielder Carlos Beltran inked a seven- year, $ 119 million deal.
All across New York, ads trumpeted the signings. One read, in part: “ Next year is now. The New Mets.” The Mets finished the season with 83 wins and 79 losses and missed the playoffs.