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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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