Sports Marketing Professor Michael Goldman on team name changing in minor league baseball  | USF in the News | Scoop.it

Minor League baseball teams rebrand like they’re in batting practice. Just keep swinging. Because to bring in fans, entertainment is often more important than the play on the field.

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So I called Michael Goldman, a sports marketing professor at the University of San Francisco who has analyzed the impact of changing more than 200 baseball team names in the Minor Leagues. (There’s a specialist in pretty much everything.)

Any time you change a well-known team name, Goldman said, “there is going to be a bunch of people who are not happy with you.”

“In our study of 208 cases of name changes in Minor League baseball over 31 years, we found that changing a name, on the whole, is not a good idea,” he said."

 

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