The games between the New York Yankees and Boston Red Sox have always been among the most entertaining events during MLB season due to the historic rivalry between two teams. While both teams employ similar incentivization tactics, there are some notable differences in their priorities. This paper aims to provide an analysis of the tactics used by these teams in their promotional campaigns to determine whether they lean towards the use of price-based or non-price-based incentives.
Red Sox and New York Yankees offer special discounts and passes for different social groups. Red Sox offer cheap tickets for students, and Yankees fans can purchase a student pass, which allows members to receive special offers and discounts as well. Compared to Red Sox, Yankees offer more price-based incentives, such as discounted tickets for Military and First Responders and Ballpark pass. They also offer giveaways at special events such as Healthcare and First Responders nights. Boyd and Krehbiel (2006) note that correctly determining the current trends is extremely important for the success of giveaway campaigns, and marketers at Yankees certainly follow this advice.
Both teams actively use official websites and social media to communicate with consumers. Involvement with special causes is one notable example of a non-price-based incentivization tactic used by both teams. According to Twitter accounts of Yankees and Red Sox, they send presents to children in underserved communities and children victims of commercial sexual exploitation, respectively. Irwin et al. (2008) note that cause-related marketing is an effective promotional tool.
Red Sox also use Twitter for more direct communication with fans, making short custom videos for them upon request as a part of their #GiftOfSox promotional campaign. Green (2016) states that such forms of engagement help increase consumer trust and the team’s market image. Overall, the incentivization tactics of Yankees and Red Sox are fairly balanced, with the former offering more price-based incentives compared to their competitors.
References
Boyd, T. C., & Krehbiel, T. C. (2006). An analysis of the effects of specific promotion types on attendance at Major League Baseball games. American Journal of Business, 21(2), 21-32. Web.
Green, M.R. (2016). The impact of social networks in the development of a personal sports brand. Sport, Business and Management: An International Journal, 6(3), 274-294. Web.
Irwin, R. L., Sutton, W.A., n McCarty, L. M. (2008). Sport promotion and sales management. Human Kinetics.