Packaging Baseball: How Marketing Embellishes the Cultural Experience

Walk through any major or minor league park today and the sights, sounds, and smells of baseball overwhelm. Teams long ago figured out that this immersive quality is a powerful draw, and the fan experience has been a major force in their marketing plans.

In recent years, advancing technology has altered not only that experience, which now includes LED video boards and blasts of digital music, but the marketing and revenue opportunities for the game. Fans all over the world can subscribe to video and audio streams, acquire credit cards emblazoned with team logos, and follow their favorite players through league-sanctioned blogs. Baseball's ambition and reach are now truly global.

Focusing on the game's dual identities as pastime and economic engine, the authors examine the ways that baseball is packaged, promoted and consumed in the United States and, increasingly, abroad.