Bucs Worldwide Outreach Starts To Rebuild A Brand…

December 2, 2008 by Joe Favorito · Leave a Comment 

The Pittsburgh Pirates have been the poster child for the small market, under appreciated brand for over two decades.  Even with a gleaming ballpark in a blue collar town and the great tradition of the 1960’s and 1970’s, the Pirates have struggled to make any dent in the local, regional or national landscape, especially with the success of the Steelers and the Penguins right in their own backyard.  So in the search for new, fresh angles, the team has looked internally to find a common bond that a new era of multiethnic fans could relate to, as well as continuing to play a youth movement.  The result is a series of well placed pieces in this week’s Pittsburgh Post Gazette on “The Pirates of the Caribbean,” and the organization’s concentration on going to all ends of the earth to cultivate a new level of talent for their fan base.  These stories, coupled with the report last week that the organization had signed a pair of pitchers from India, give fans hope and keep the brand relevant in a market that was bereft of both in most recent seasons.  Also by building up the diversity in the organization, the brand is laying the foundation for different sponsorship and ticket selling opportunities, both very important in the current economy with a brand that has lost its way.  Again it may not be a huge help if the team struggles mightily again on the field, but by looking abroad and telling the story in impactful media, the Pirates are looking to right what was a steadily sinking ship.