Marketing / 03.01.23

Big Leagues Push Non-Traditional Venues

Access Staff

VenuesNow (02/23/23) Muret, Don

Executives from Major League Baseball (MLB), NASCAR and other sports organizations discussed various unconventional venue trends at the Stadium Managers Association seminar. For example, NASCAR celebrates its 75th anniversary this year by showing off its sport on the streets of downtown Chicago in early July. Chicago Street Course President Julie Giese said NASCAR will erect a three-story-tall Paddock Club as part of marketing premium ticketing packages, and the event extends to pre-race and post-race concerts with the Black Crowes, The Chainsmokers, Charley Crockett and Miranda Lambert. "We're spending $50 million to bring this event to life," Giese noted. "It's a great opportunity for us to return to the market. It brings our sport to new audiences." Meanwhile, MLB's 2023 season includes four international games in Mexico City and London. "It's a fabulous stadium in Mexico City, but the challenges are going to be a lot different than they will be in London, where we're building a baseball field," said MLB's David Thomas, who added that this year's Field of Dreams event in Iowa will be overseen by a new ownership group. In addition, the College Football Playoff (CFP) is expanding its format from four to 12 teams to determine the national champion, beginning with the 2024 season. CFP Executive Director Bill Hancock said the first four games will be held on campus among the institutions with the highest seeds, offering them a seventh or eighth home game with opportunities for extra ticketing, concessions and parking revenue.

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Tags: Venues , Marketing