The NBA Finals began this past Thursday, and the buzz and anticipation for the series was undeniable. The game was popular on social media, and when Lebron James left the game with cramps, social media became completely consumed by the shocking event. This is something called buzz, when something that happens on that court is so important that it transcends the sport and becomes a talking point even among non-NBA Fans. This is something that the marketing of the NBA has achieved, and the MLB needs that good marketing to get the same buzz.
The NBA has been able to use marketing to advance their sport much more effectively than any other league. The NHL remains stuck in neutral with their marketing, while the NFL and it’s once a week game schedule practically needs zero marketing. The NBA creates tremendous buzz with effectively aligning itself with what the common sports fan wants to see. These are things that the NBA does that the MLB can do as well:
- Market Individual Players – The one thing that the NBA does better than other leagues is market their individual players. The NBA has found its face in Lebron James and has put him front and center. Major League Baseball needs to identify a face, and Miguel Cabrera would be a suitable face of the league. The triple crown winner has accomplished it all, and like Lebron James, even won himself a championship in South Beach. Major League Baseball needs a clear cut face so that the fans can rally around him, or at least be popular and polarizing like Lebron James.
- Let Personalities Shine – NBA Players are allowed to show personality. Players are allowed to become demonstrative when they make a big play, and the fans appear to love it when players show emotion. Baseball has a problem that any show of emotion is essentially frowned upon. The understanding is that players must maintain composure in all situations. The issue here is the new flock of talent. Players like Yasiel Puig like to show emotions while playing, and this is frowned upon. The casual fan sees the player as passionate and fun, and the league can use Puig to market to the casual fans.
The truth is, baseball needs to acclimate itself to the modern fan. The fan wants big names, players who aren’t robots. The NBA has done a very good job to market its league to the point that there is a palpable “NBA buzz.” Baseball needs to get back to that point, and attracting the casual fans would be a good start to creating a buzz.
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