An Analysis of the World Baseball Classic As a Global Branding Promotional Strategy for Major League Baseball
Taking the Ballgame Out to the World: An Analysis of the World Baseball Classic as a Global Branding Promotional Strategy for Major League Baseball Benjamin D. Goss KEYWORDS: AbsTRACT baseball, Major League Baseball, World Baseball Classic, globalization, This paper analyzes the 2006 World Baseball Classic as a promotional strategy by Major League internationalization, Baseball to further its global branding pursuits. The WBC is qualified as a global sport event international sport that is a marketing function of MLB in its efforts to emerge as an international brand; elements of management, global brand, the WBC are examined in the context of a global brand strategy. WBC promotional execution global brand consumers, global media, global events, elements are studied in light of dimensions upon which consumers evaluate global brands. Four sport promotions, branding customer segments targeted through the WBC are characterized before the paper examines future strategy WBC marketing approaches in the context of cultural production. Goss, B. D. (2009). Taking the ballgame out to the world: An analysis of the world baseball classic as a global branding promotional strategy for Major League Baseball. Journal of Sport Administration & Supervision 1(1), 75-95. doi:10.3883/ v1i1_goss; published online April, 2009. Dr. Benjamin D. Goss is an WBC,” 2006; Fisher, 2006b). The tournament, assistant professor of management Overview of World Baseball Classic in the Department of Management which featured three rounds of competition, at Missouri State University in After years of planning, Major League Springfield, Missouri, USA. sold 737,112 tickets, was broadcast in He teaches sport, event, and Baseball (MLB) staged an international baseball nine languages, and was covered by 5,354 sponsorship management courses tournament known as the World Baseball in the Entertainment Management credentialed media members (Bloom, 2006; program.
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