You can tell a lot about a sport just by following the money, and it’s no surprise to even the most casual of sports fans that the Yankees dominate baseball like no other team in any other sport.
I don’t know about you but I consider myself a Yankees admirer, not a fan, but an admirer. What non-Yankee fan wouldn’t want their beloved team to experience the level of success of perhaps the world’s most recognizable franchise? You might hate the Yankees but you marvel at what they’ve accomplished.Usually I turn a deaf ear to tales of excess and the seemingly good fortunes of the fat wallet franchises but two stories I heard this week left me shaking my head, wondering whether to hate the damn Yankees or touch myself in admiration.
Cleveland Indians Attendance Study
In order to better understand consumer behavior and price elasticity (I never thought I would use those words after grad school) the Cleveland Indians commissioned a study to measure the impact independent events have on attendance. The most surprising finding in the study is that the Indians, much like every other baseball franchise I suppose, have absolutely no control over the one event that brings in more fans than any other; a visit from the New York Yankees.
According to the study the Cleveland Indians could combine a free post-game fireworks show with a free bobble head doll of the team’s most popular player, Grady Sizemore, and still not get the increase in attendance like they do when Derek Jeter and Alex Rodriguez come to town. As a Cleveland fan or fan of every other team outside of Boston, you can’t deny the Yankees’ greatness.
There are a lot of things a gay boy could do with a mini-Grady doll but he only pulls in 6,600 extra fans, add another 4,000 for free fireworks and you get a total of 10,600 for both promotions in Cleveland When the New York Yankees come to Cleveland, attendance jumps 11,000.
Dodgers packaging 2010 Yankees tickets
And then there’s this story from the Dodgers, a team that resides in the second largest city in America with a tradition that rivals anyone save the Yankees, team officials announced this week that they won’t sell individual tickets to Yankees games in LA. Are you fucking kidding me? A franchise with a storied tradition like the Dodgers must use the Yankees demand to help sell bundles of tickets to other less desirable games.
Are things that bad in Los Angeles? Why must a city, known for producing revenue from shit-ass movies like District 9, resort to using the Yankees to help attendance when the Yankees are not even in town? WTF?!? The Dodgers have been in the playoffs for the past two years!
MLB Team Salaries and Merchandise Sales
Consider that just ten years ago the difference between the Yankees team payroll, at $88M, and the Texas Rangers, the team with the second highest payroll was a little more than $7M. In the span of 10 years the difference between the Yankees of 2009 at $201M, and the New York Mets, the team with the second highest payroll was $52M, that’s a seven-fold increase in the span of a decade.
Yes, the Yankees play in a top 10 market and own their own TV network but just ask the Cubs (3rd) and the Braves (11th) if that alone puts you at the top of the salary rankings.
What separates the Yankees from the rest of the baseball universe is their brand, and it’s the brand that generates the income that allows New York to pay for the best players and build championship teams. For the past 20 years the Yankees market share of all baseball related merchandise sales has hovered around 25%, which means the remaining 29 teams split the remaining 75%; advantage Yankees.
















