During the Super Bowl, fans in the New York tri-state area will see a commercial for… Mets baseball? 'This is the first flag planted in a fundamentally core direction that we want to go in.' EvanDrellich details Steve Cohen's desire for global reach:
before the first World Baseball Classic in 2006. The league will again have a WBC commercial during this year’s Super Bowl pregame show.The Athletic“I don’t think you’re gonna sell a single extra ticket from a Super Bowl ad,” Szymanski said. “This is Steve Cohen just trying to make sure that everybody knows that the Mets are the biggest game in town, and they want to try to take the spotlight away from the Yankees, or any other sports team. … I think this is a total ego play.
“Potentially this is like a positioning and messaging opportunity for the brand to justify that very, very expensive payroll,” said Deb Gabor, CEO of Sol Marketing. “If the brand were struggling, if the brand didn’t have innovative and thoughtful leadership with frankly, a buttload of money available to spend on it, I might consider Super Bowl advertising even at the local level to be risky. But I think it’s a good idea.
Those are descriptions Cohen wants to apply to his whole operation. Goldberg said he has intentionally hired from outside the baseball industry in an attempt to modernize, and that the team has undertaken “an archaeological dig,” as he put it, to determine the Mets’ brand identity. He settled on the notion of an “Amazin’” experience.
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