Essay Undergraduate 1,847 words

Minor League Sports Promotion Strategies: 10 Options Evaluated

~10 min read

Abstract

This paper presents a qualitative evaluation of ten promotional strategies recently used by minor league sports teams across the United States. Drawing on team promotional literature and supporting academic research, each option is assessed and scored on a four-point scale ranging from highly ineffective to highly effective. The promotions examined include mascot programs, social media campaigns, family meal packages, youth baseball camps, and holiday ticket bundles, among others. The analysis culminates in a recommended set of seven promotion options that offer the strongest return on investment for minor league organizations competing in an increasingly crowded sports marketplace.

📝 How to Write This Type of Paper Writing guide — click to expand

▼

What makes this paper effective

Uses a clear scoring rubric (1–4 scale) applied consistently to each promotion, making comparisons transparent and easy to follow.
Grounds each evaluation in both primary source material (team promotional literature) and peer-reviewed academic citations, balancing practical observation with theoretical support.
Concludes with an actionable recommendation table that distills the analysis into a directly usable framework for practitioners.

Key academic technique demonstrated

The paper demonstrates applied qualitative evaluation, a technique in which a researcher defines explicit criteria, assigns weighted scores, and justifies those scores with evidence. By quoting directly from team promotional materials and citing scholarly sources for each criterion, the author builds a transparent audit trail linking evidence to conclusion — a useful model for applied marketing analysis papers.

Structure breakdown

The paper opens with a brief rationale for the study, then moves through a team-by-team narrative evaluation of ten promotions (each with a score and justification). A summary table precedes the narrative, and a second table closes the analysis by presenting only the seven recommended options. References follow in APA format. The structure mirrors a standard applied research report: problem statement → evidence → recommendation.

Introduction: Promotion in Minor League Sports

An optimal blend of promotion options can provide minor league sports teams with an enormous return on their investment (Cabula & Coombs, 2013). These efforts are especially important today in an increasingly competitive sporting marketplace where minor league teams have a wide array of marketing platforms available to them.

In order to identify an optimal blend of promotion options, a qualitative evaluation of ten promotion options that have recently been used — or are currently being used — by minor league sports teams in the United States is provided in the table below, followed by a review of the literature justifying the weighted scores assigned to each option. A recommendation concerning the best seven of these ten promotion options concludes the paper.

Scoring Key:
1 — Highly ineffective
2 — Ineffective / Moderately effective
3 — Effective
4 — Highly effective

Table 1: Summary of evaluation of ten promotion options used by minor league sports teams in the United States

Evaluation of Ten Promotion Options

The Tulsa Drillers — Adopt a Mascot (Score: 4 — Highly Effective)

School visits and field appearances by "Hornsby," the Tulsa Drillers' mascot, are enormously popular among Green Country residents. The mascot has performed for more than 15 years. The team's promotional literature states:

"Hornsby first migrated from the plains of western Oklahoma to old Drillers Stadium in 1996. After 14 seasons there, Hornsby now calls downtown Tulsa home at ONEOK Field. Always a stubborn bull, Hornsby has been trained and retrained by the best, David Raymond of Philly Phanatic fame. Fans at ONEOK Field can look forward to Hornsby bringing down the house every night! Whether it's the melodrama of 'Bulled & The Bluetiful,' one of his dozens of dance routines and races, or the kids' favorite, 'Running With the Bull' every weekend."

In addition, Hornsby throws Drillers tee-shirts to the crowd and sponsors a Kids' Club. Team mascots have been shown to be highly effective in attracting families to sporting events (Mathieson, 2013) and generating fan loyalty (Kuntzman, 2003). Score: 4 — Highly effective.

Tulsa Roughnecks Football Club (Soccer) — "Plan to Stand!" (Score: 1 — Highly Ineffective)

In 2015, the Tulsa Roughnecks Football Club played its inaugural game at ONEOK Field and sponsored a "Plan to Stand!" event to signify the team's connection to the community. The promotional literature states: "We plan to be a community of players and fans who join together in a love for 'The Beautiful Game.' We plan to be a force to be reckoned with. We invite you to stand with us. In 2015 and for the next hundred years. Tulsa Roughnecks. Plan to stand."

This promotional copy is lackluster and fails to offer a concrete value proposition to prospective attendees. Score: 1 — Highly ineffective.

Wichita Wingnuts Baseball Team — Twitter Promotion (Score: 4 — Highly Effective)

This is a cost-effective promotional option that is kept current through regular Twitter updates. The promotion invited fans to help choose the team's 2015 slogan for a chance to win prizes: "If your slogan is chosen you will receive a Kevin Hooper autographed championship picture, a night in a suite, and a team-signed jersey." This type of social media engagement encourages fan interaction and builds community around the team brand at minimal cost. Score: 4 — Highly effective.

(Dallas) Frisco RoughRiders Baseball Team — "Grand Slam Sundays" (Score: 4 — Highly Effective)

The team's promotional literature states: "This great package is available for EVERY RoughRiders Sunday home game throughout the season!" Each Raising Cane's Grand Slam Sundays package for a family of four includes the following:

• 4 'Riders tickets
• 4 vouchers for Raising Cane's 3 Finger Combos (redeemable at any DFW Raising Cane's location)
• 4 'Riders souvenir items

The promotional literature further emphasizes: "The total value is $150. That's right, you get $150 in value for just $39.50. But it's not just value — it's an evening with your family at a game on a beautiful night, with a souvenir item and cheering on the RoughRiders in their quest for another Texas League Championship at Dr Pepper Ballpark." Score: 4 — Highly effective.

Grand Prairie Airhogs Baseball Team — Cyber Monday Sale (Score: 3 — Effective)

This promotion has limited appeal. The team's promotional literature states: "On Cyber Monday, December 1st, the AirHogs are offering 20-person luxury suite certificates for $100 each. One suite certificate entitles the purchaser to 20 tickets to a luxury suite for any 2015 regular season Sunday through Thursday game. Also, the Team Store presented by Top 2 Bottom Marketing is offering 10% off all items online from December 1 to December 7." Despite its limited appeal, this is a highly cost-effective promotional option that leverages social media networks including Facebook and Twitter. Score: 3 — Effective.

(Denver) Colorado Rockies Baseball Team — Holiday Ticket Pack (Score: 3 — Effective)

This is a multi-event promotion option: "Holiday Ticket Pack is only available online and includes all games except April 10 Opening Day, May 22 Fireworks, and July 10 Fireworks. All regular seating areas are available, excluding Rockpile. One sport authentic knit cap per account. Voucher for cap can be redeemed at any Rockies Dugout Stores." Notwithstanding its limited availability, this promotion was viewed as effective due to its value and cost-effective online promotion platform (Kwak & Clavio, 2010). Score: 3 — Effective.

(Little Rock) Arkansas Travelers — Birthday Packages (Score: 2 — Moderately Effective)

This promotion option may encourage more families to take advantage of the recreational facilities at the team's park in the future, and family-oriented sports team promotions have been shown to be effective (Crawford, 2004). The team's promotional literature states: "Birthdays at Dickey-Stephens Park with the Arkansas Travelers are tons of fun! We'll help your birthday boy or girl celebrate a birthday that they'll never forget with a choice of two birthday party packages."

Two packages are available:

• For $16 per person, each attendee receives a reserved ticket to the game and a coupon for a hot dog, drink, ice cream, and a Travs baseball.
• For $18 per person, each attendee receives a reserved ticket to the game and a coupon for a hot dog, drink, ice cream, Travs baseball, and a wristband to play in the Kids Korner bounce houses.

Although this promotion helps generate additional revenues for the team and may promote interest in baseball among young people, it has limited appeal for the broader target market. Score: 2 — Moderately effective.

Rancho Cucamonga (California) Quakes — Family RV Family Feasts (Score: 2 — Moderately Effective)

The promotional literature for this event states: "Your Rancho Cucamonga Quakes are partnering once again with Family RV to bring Quakes' fans great value in 2013, with the Family RV $1 Family Feast Series. Six Friday nights during the 2013 season, all hot dogs, Pepsi products, and ice cream sandwiches will be $1 each, thanks to our friends at Family RV." Based on its limited targeted market of family RV owners, this promotion option was viewed as only moderately effective. Score: 2 — Moderately effective.

Durham (North Carolina) Bulls — 2015 Durham Bulls Pepsi Baseball Camps (Score: 4 — Highly Effective)

The team sponsors an annual youth baseball camp that can provide a number of valuable returns on its investment in time and organizational resources. The team's promotional literature states: "Our popular baseball camps are back for the summer of 2015! Register your child (ages 7–14) now for three days of baseball fun with the Bulls. Camps take place on the playing field of the Durham Bulls Athletic Park."

Participants have the opportunity to be mentored by team members and play real games of baseball during the camps: "At the beginning of each camp, kids are divided into age groups and coached by Bulls players in pitching, fielding, and hitting. After a lunch break, each age group plays a game." Based on its potential to develop lifelong baseball fans in general and fans of the Durham Bulls in particular, this initiative was considered highly effective. Score: 4 — Highly effective.

(Richmond, Virginia) Flying Squirrels Baseball Team — PFG Picnic Zone (Score: 3 — Effective)

This promotion option is described by the team as follows: "The Picnic Zone is a two-hour, all-you-can-eat buffet located on the main concourse down the third base line at The Diamond. Enjoy all of your favorite ballpark foods with friends and family, then watch the Richmond Flying Squirrels in Eastern League action from your very own reserved Diamond Club seat."

Attendees receive the following benefits:

• Two-hour all-you-can-eat buffet (begins one hour before the game)
• Reserved Diamond Club seat
• Free access to HCA Kid's Zone during buffet hours
• Public address announcement recognizing their group

Although this promotion is limited to groups of eight or more, it was viewed as effective based on its value and appeal to larger groups and families. Score: 3 — Effective.

Based on the foregoing qualitative evaluations, the following seven promotion options are recommended:

Table 2: Seven recommended promotion options

1 Locked Section · 120 words remaining

Recommended Seven Promotion Options · 120 words

"Top seven promotions selected from the ten evaluated"

Conclusion and References

Crawford, G. (2004). Consuming sport: Fans, sport, and culture. New York: Routledge.

Kuntzman, G. (2003, January 27). The big game, part 37. Newsweek International, 55.

Kwak, D. H., & Clavio, G. E. (2010, December). Exploring the antecedents and consequences of personalizing sport video game experiences. Sport Marketing Quarterly, 19(4), 217–222.

Mathieson, J. (2013, August 21). Pupils chance to meet Clyde; games mascot starts schools visit. Daily Record (Glasgow, Scotland), 1.

You’re 84% through this paper. Sign up to read the remaining 1 section.

130,000+ paper examples AI writing assistant Citation generator Cancel anytime

Key Concepts in This Paper

Fan Loyalty Sports Marketing Mascot Programs Social Media Promotions Family Packages Youth Baseball Camps Minor League Baseball Ticket Promotions Return on Investment Qualitative Evaluation