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Marketing at the Concession Stand

A fan orders at a concession stand at Fenway Park prior to Game 1 of Major League Baseball's World Series between the Boston Red Sox and Colorado Rockies in BostonAthletes love to eat, right? I wrote a BOOK on Hot Dogs so I am truly honored and excited to write an article on the marketing of athletes at concession stands and the possibilities that sports brands have to now combine their lovable athletes with something they truly would like to market:


With the Pittsburgh Steelers launching the “Ben Roethlis-BURGER” and other teams taking the approach I wanted this to be an opportunity to offer up some sports marketing advice to other teams out there and the possiblities that they have to connect their athletes on their team with a particular concession stand item. This will be a tad humorous, I hope, so just go with it!

It is true though about athletes and marketing products.  Way too often they market products that you just don’t get where the association comes from and you can see through that when they market.  90% of athletes love to eat, they love to eat often and a few more times after that.  They are passionate about their favorite foods.  Even a professed health nut like Tony Gonzalez would be great for an organic grocer or a company like Whole Foods.  So while it seems a little absurd and over the top I think it is a good approach because it aligns the athlete with a product you can see them buying into and the passion when then market it!

Without further ado…


Oakland Athletics: Coco Crispies! 

The perfect treat to get right when you arrive at the 12pm game for a late breakfast or a snack during the 8th inning of a 5 hour game when it is past midnight!

Served in a Oakland A’s helmet just like the sundaes!

Boston Celtics Throwback Night: Cedric “Cornbread” Maxwell!

The first 10,000 fans in attendance get a coupon for a bobblehead and a piece of delicious cornbread from their 1980’s All Star!

dal_a_ojmts_400OJ Mayo Cocktails!

Mark Cuban could have a ton of fun with this one! A glass of orange juice, your favorite vodka, and a dallop of MAYO on the top could become the new rallying cry for Mavs fans once Dirk Nowitzki sets sail. Or whoever Mayo is traded to after next season.

I mean I could go on, but I don’t want to make you laugh the whole day!  The point is marketing these athletes will have to continue to get more and more creative and out of the box as we move onward in the future.

Sports Marketing has a great opportunity to lead the way of the new foundation of marketing and promotion.  Aligning your stars with humorous foods and more importantly brands they believe in makes sense as we enter the Connected Economy!

Thanks for reading everyone!  Have a few other good ones to add in or examples you have seen?  Tweet us @SportsNetworker, email me at, or leave your comments below!

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2 Responses to Marketing at the Concession Stand

  1. sbobet February 11, 2014 at 4:28 pm #

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  1. Marketing at the Concession Stand | Social Medi... - April 25, 2013

    […] Just like the Pittsburgh Steeler's "Ben Roethlis-BURGER," teams across the land are using marketing tools with players and food. We have a few more ideas.  […]

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