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Geographic Branding Stings Flesh
By Zack Jerome


The Los Angeles Angels of Anaheim.  For a team name, it’s quite a
mouthful, but for the future of sports, it’s a mouthful tasting
sour.  Forget the legal battle (that’s still going on today) between
the cities of Anaheim and Los Angeles.  Forget that at each
stadium you’ll find shirts reading ‘Los Angeles Dodgers of Los
Angeles’ and ‘Anaheim Angels of Anaheim.’   This issue goes way
beyond a tale of two cities.

The danger here is market share being paramount over the
common fan.  Sure, sports are a business and the teams are the
companies and the players are the employees, but the fan is the
consumer.  It all starts and ends with the fan.  Or at least it
should.

The Dodgers and Angels are rivals in every way, as different as
Orange County and Los Angeles County themselves.  It must be
hard for Angel fans to swallow their owner wanting more
endorsement dollars and network coverage and therefore selling
a slice of their team’s soul to the proverbial devil.  It’s like getting
to heaven and making a deal to merge with hell.

The bigger concern is when geographical distance no longer
factors in naming a franchise; the door is open for some horrible
connections.  It’s no better than, say, if the San Jose Sharks
became the San Jose Sharks of San Francisco.  Where does the
geographical line get drawn?  What’s really stopping a team
teams from making historical ties?  If Anaheim wants to connect
the second-largest television market to their little corner of
Orange County, what’s stopping the Dodgers from connecting to
their roots (located in the largest television market)?  Imagine
the uniforms of the Los Angeles Dodgers Formerly of Brooklyn!  
Add the Brooklyn ‘B’ to the current ‘LA’ and you get the noise Art
Moreno is making fans moan: “bla”.

My history teachers of yesteryear taught me it is easier to tear
down an empire than to create one, so to distance myself from
the brainless critics, I will offer a solution to Artie M. and his
visions of national recognition.  Perhaps call the team the Orange
County Angels.  Now we’re talking!  

Think about that?  It’s a region, thanks to television shows such
as The O.C. and Laguna Beach, associated with scantily clad,
beach body women, toned surfer guys, and all things California
cool.  Why should the Angels steal luster from the Dodgers when
Orange Country clearly has stolen luster from Los Angeles?  
Forget claiming the Los Angeles market.  How about branding a
team image the rest of the country can sink its teeth into.  That’s
how you stick it to Frank McCourt and the Dodgers.  Make the ‘O’
in the logo an Orange, make the hat an orange with a halo over
it and I think we’re dealing with a marketing uber-team.

In the long run, a team with no true geography will suffer in fan
base.  There were many Dodger fans living in Los Angeles
County, to be sure, that pulled for the Angels to at least succeed
in the American League as our little friends to the south.  But now
that the Angels are proving more worthy on the field than the
Dodgers, those Angelinos with room in their hearts are closing
their atriums and ventricles.

We have an offseason to let the courts decide on the name
change and to let the teams load (the Dodgers) and reload (the
Angels).  In the meantime, let me offer the battle cry of the future:

“Let’s go O.C. Angels!”
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