Date of Award

4-2016

Document Type

Research Paper

Department

Whittier Scholars Program

First Advisor

Joe Price

Abstract

Considered America's greatest pastime, baseball has influenced the human population for decades. Teachings of hard work, real-life heroes, and the love of the game, baseball has made its way through the heart of America. The Los Angeles Dodgers relocated from their original home in Brooklyn, New York, across the country to California. Known as one of the oldest baseball teams to this day, the Dodgers have gone through multiple controversial ownerships that, in turn, have shaped the team into who they are today. In marketing a team, there is a wide range of tactics used in order to advance the team through sales, fan base, and overall image. For the Dodgers, three ownerships have remained prominent in their journey: Walter O'Malley, Frank McCourt, and the Guggenheim Partners. O'Mallery introduced marketing for the Dodgers through change in media from newspapers to television to the legendary broadcaster Vin Scully. He also introducted the first African American in Major League Baseball (MLB) and moved the team to Los Angeles in order to make a new life and provide a new market for the franchise. Frank McCourt introduced the fans to a stadium with fresh renovations and the start of the environmentally friendly trend for the organization. Still new to the team, the Guggenheim Partners have paved the way for new beginnings through countless beneficial changes such as a strong connection with the fans and community, changes to the stadium, overall safety and enjoyment at the ballpark. All three of these ownerships have helped shaped a path making the Dodgers into the organization they are today, through marketing in the community and media.

Comments

WSP Major: Sports Marketing

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