How do you buzz up a rather mundane equipment announcement? Give it some color. Literally.
That’s what the independent Atlantic League of Professional Baseball (ALPB) did last week when they took a multi-year equipment partnership announcement with Rawlings Sporting Goods and turned it into bigger news by covering catchers’ protective equipment with original team specific head-to-toe graphics. The dramatic designs feature imagery inspired by core club brand identities, mascots and ballpark communities.
All eight ALPB clubs will debut sets of Rawlings’ Velo line of premium catchers’ helmets, chest protectors and shin guards featuring artwork customized for each team. The new protective equipment underscores the Atlantic League’s objective to influence the sport of baseball and appeal to new, diversified audiences. The origin of the idea was drawn from designs seen on masks of hockey goaltenders and is partially an answer to a question we had raised about batting helmets in years past; why not use them for customized designs as well, and then auction the simpler designs off for charities.
The catcher’s equipment has added value because of the attention on every pitch that the catcher has. It will provide a great visual and a unique talking point for any games broadcast or streamed, and down the line may provide a better revenue source should such replica pieces be sold team by team. It also gives great added value to Rawlings, a company steeped in baseball tradition but one that always has to find ways to cut through the equipment clutter.
A simple visual makes great sense, and the Atlantic League found a way to deliver for a partner to generate buzz, daily attention and brand value.
