What is unique about the Major League Baseball off-season is it gives baseball fans like me time to reflect, time to think about things one would not normally think about, all the little nuances, that one doesn’t think about during the season; most of all, it makes one realize how beautiful the game of baseball truly is.
What makes this game so beautiful? The rivalries; Yankees versus Red Sox, The Subway Series, The Bay Bridge Series, and perhaps the most important of them all, The Freeway Series.
The Angels versus Dodgers rivalry goes beyond the baseball diamond, it has permeated into the respective fan bases in ways never seen before. The Angels as well as the Dodgers have been battling for fans from the same fan pool for years, but now it seems it has come to a head.
When Angels owner Arturo Moreno bought the team from the Walt Disney Company in 2003, the savvy Moreno strategically change the name of the organization from the “Anaheim Angels” to the ” Los Angeles Angels of Anaheim”. The leasing agreement with Angel Stadium states that the word “Anaheim” must be included in the team name. Moreno changed the name to the Los Angeles Angels in order to broaden the market appeal of the team into the Los Angeles market. This strategy seems to be working since the Angels have been able to draw over 3 million fans a season the last five years and counting.
Since the time that Magic Johnson and his ownership group bought the Los Angeles Dodgers the rivalry between these two franchises has intensified. This past off-season the Los Angeles Dodgers made a splash by signing Zack Greinke, which accomplished two things; one, it gave the Dodgers a quality pitcher while at the same time it took him away from the Angels. Perhaps in response to such a headline grabbing maneuver, the Angels responded by giving Josh Hamilton is spotlight stealing contract of his own.
For people like me, who are Angels’ fans for over 30 years, we’ve seen this before, between the Angels and their natural rival. However I must say the rivalry has intensified since both Moreno and Johnson a acquired their respective teams. I believe that what makes these two owners unique is that they both realize how important the marketing aspect is, aside from putting a winning product on the field. In essence, that is the reason behind the Angels’ name change.
I had the opportunity to go to the mall today, I walked into a store called “Sports Treasures,” at The Block of Orange, a store that I frequent a lot when I’m home, (one which I highly recommend should you be in the Orange, Anaheim, Santa Ana, Orange County area) I walk in, and on the rack, I see this:
Here is exactly what I’m talking about, they Los Angeles Dodgers have taken a direct shot at the marketing campaign of the Angels. The Dodgers must realize how successful the Angels’ campaign is, they are trying to put their own Dodgers’ spin on an existing Angels campaign, in order to counteract the success of the Angels strategy.
It’s little things like this that make me long for the start of the regular season. This brazen move by the Dodgers’ marketing department shows me that they recognize as do the Angels, the potential of how deep and intense this rivalry can become. As an Angels’ fan, at first it made me cringe, then it made me laugh, and lastly, it made me realize how deep roots can grow and how beautiful this game can be; even if we are about two months away from the first ball being thrown on the field in 2013.