2020 SABR Baseball Research Award In the mid-nineteenth century,
two industries arrived on the American scene. One was strictly a
business, yet it helped create, define, and disseminate American
culture. The other was ostensibly just a game, yet it soon became
emblematic of what it meant to be American, aiding in the creation
of a national identity. Today, whenever the AT&T call to the
bullpen is heard, fans enter Minute Maid Park, or vote for favorite
All-Stars (brought to us by MasterCard), we are reminded that
advertising has become inseparable from the MLB experience. Here's
the Pitch examines this connection between baseball and
advertising, as both constructors and reflectors of culture.
Roberta J. Newman considers the simultaneous development of both
industries from the birth of the partnership, paying particular
attention to the ways in which advertising spread the gospel of
baseball at the same time professional baseball helped develop a
body of consumers ready for the messages of advertising. Newman
considers the role of product endorsements in the creation of the
culture of celebrity, and of celebrity baseball players in
particular, as well as the ways in which new technologies have
impacted the intersection of the two industries. From Ty Cobb to
Babe Ruth in the 1920s and 1930s to Mickey Mantle, Yogi Berra, and
Willie Mays in the postwar years, to Derek Jeter, Rafael Palmeiro,
and David Ortiz in the twenty-first century, Newman looks at many
of baseball's celebrated players and shows what qualities made them
the perfect pitchmen for new products at key moments. Here's the
Pitch tells the story of the development of American and an
increasingly international culture through the marriage between Mad
Men and The Boys of Summer that made for great copy, notable TV
advertisements, and lively social media, and shows how baseball's
relationship with advertising is stronger than ever.
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