Mets owner Steven Cohen wants to raise the team’s profile to a young, diverse audience. Still in development, the effort could feature live comedy, new design and special events.
It was a hot Tuesday evening in August, and thousands of loyal New York Mets fans poured into Citi Field to watch their team take on the highly ranked San Francisco Giants. The stadium in Queens brimmed with hope, despite the team’s recent losing streak.“It’s a fixer-upper, for sure,” the new Mets owner, Steven Cohen, said in an interview toward the end of the game.
But the new owners face difficulties beyond player strikeouts, as baseball and other sports struggle to attract young people, a group increasingly apathetic to live games. Other plans include a podcast targeting Hispanic audiences and collaborations in the fashion industry, said Ms. Bruss, as the team looks for ways to appeal to new and diverse audiences.Major League Baseball’s audience skews older than other professional sports, said David Campanelli, executive vice president and chief investment officer at ad-buying agency Horizon Media Inc.
But national baseball household viewership on broadcast and cable TV has also declined, falling 14% to 289,000 households on average per game this season as of mid-September, from 336,000 households for the full regular season in 2019, according to Nielsen data. Attracting young fans again and improving the team’s cool factor will play a role in attracting more lucrative, long-term sponsorship deals, Mr. Deline said.
“It’s clear that the Mets have an opportunity to differentiate themselves from the Yankees both locally and nationally,” Peter Laatz, global managing director at IEG, said in an email. But getting young people won’t be easy, he said.
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