It’s my favorite time of the year: baseball season. And my oh my, am I looking forward to the Mariners’ 50th anniversary.
I know I’m not the only one who feels hopeful that this will be our year. Being true to the blue means saying, “two outs, so what?” and “we’ll get ‘em next year.” How is it that a fanbase that’s never seen a World Series trophy continues to show up and continues to grow every single year?
The Feeling that Keeps Fans Coming Back: Nostalgia
The clubhouse is built on legacy. AL West All-Star players have broken barriers, set records and might have even changed the way you wear a baseball hat.
It started with the Kingdome, The Kid and now, The Home Run Derby Champ.
Iconic tv commercials, Buhner Buzz Cut Nights and now, Hot Dogs from Heaven.
The Seattle Mariners have some of the best marketing moments, even long before “going viral” was on the radar. The brand is anchored in legacy while their marketing is fueled by nostalgia. The media team consistently delivers content for their fans—the diehards, the newcomers and the future bandwagoners.
From rally fries to rally shoes (which started with a single Birkenstock that I witnessed from a nearby section) the M’s marketing department knows how to hit it out of the park with memorable moments and media.
The secret sauce? Their commitment to engaging with fans through innovative ideas and good vibes.
- Strategy: Not Just for Sports – Manager Dan Wilson’s approach to the upcoming season offers a lesson in brand continuity. By focusing on the momentum of 2025’s legendary run, he shows us how a brand can leverage peak performances to build a consistent narrative, one that turns short-term wins into a long-term strategy.
- Grand Salami Time – Thanks to one of Dave Niehaus’s most famous calls, we know the formula for a grand salami is rye bread and mustard. The formula for a successful marketing strategy? Identifying your target audience and amplifying the brand message. And yes, that would make the marketing team “Grandma.” Load up the bases with all the marketing essentials, step up to the plate and swing for the fences, Grandma.
- Refuse to Lose – But don’t swing at everything that crosses the plate. Trends come and go but the sweet spot is where your brand’s voice meets your audience’s needs. Take charge of the creative content, find your hot zone and hit the post button with the confidence of Griffey at an MLB Home Run Derby.
Mariners baseball is roughly seventy-five percent of my personality and a bigger percentage of my marketing strategy. Here’s how I recommend stepping up to the plate:
- Set a game plan like Dan the Man Wilson
- Head into the work week like Sweet Lou Piniella coming out of the dugout
- Stay focused like King Felix
- Knock it out of the park like Cal “Big Dumper” Raleigh
You gotta love these guys.
Need help finding your brand’s SoDo Mojo? Make the call and our marketing team will coach you through it.
