Two blondes, a brunette, and a redhead walk into Yankees stadium…it's not the intro to a “Sex and the City” episode but rather what me and my friends chose to do on one of our first nights in New York. With the emergence of summer the days seem longer and brighter and baseball feels like a perfect way to encapsulate the joy of the season. With passionate fans dressed up in their jerseys, friends laughing as they make their way to their seats, and the cheers of excitement echoing from every area of the stadium. The atmosphere is fun and exciting, so much so that we could romanticize paying $35 for a Yankees cap despite being Georgia locals who love the Braves. Growing up, I had to bide my time at many baseball fields, with one of my older brothers being committed to the sport. Baseball was one of the sports I truly enjoyed and the four of us girls were anticipating a fun game and stadium snacks. So play ball!
As the game kicked off and innings carried on, jokes were shared about recreating the pose of Carrie, Samantha, Charlotte, and Miranda at the Yankees game amidst us eating from our Yankees souvenir chicken tender buckets (an ideal Monday night). Yet when you put 4 advertising students in front of countless sponsorships, ads, and a giant jumbotron eventually the talk is going to be directed elsewhere. We discussed everything from how mascots have their own social media accounts, how beer in stadiums is continually bought despite the price, and how the team could really capitalize on showcasing their chicken tender buckets. Despite our hunger sometimes guiding our thoughts, this was the beauty of advertising. How even sitting in a seat in front of a baseball game, fans are bound to notice the branding surrounding them. The Yankees is an iconic team that has been around since the early 1900s, yet is still as prevalent today as they were when they started.
A team over a century old, continually growing and evolving for the modern consumer, while still staying true to their roots as a team and as an icon of the country. Whether it is a brand, a product, a person, or a team everything can be branded and rebranded…yet it is what you do with a brand and how you promote it that allows it to withstand the test of time. Hence why 4 girls will spend an evening at the Yankees game and spend $35 on a ball cap, sometimes you simply can’t beat the classics!
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