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Miami Marlins have one last good pitch to rebuild their brand

MiamiHerald / The Miami Marlins’ change in ownership has spelled relief for team diehards, elected officials, the community, and even casual baseball fans.

It’s no wonder why. Former owner Jeffrey Loria and his front office built an immeasurable amount of ill-will over the past 16 years by ridiculing fans, parting ways with beloved players and coaches, and misleading the public about the club’s finances with the goal of securing a taxpayer-funded stadium.

Even well-intentioned initiatives aimed at softening the team’s image – from sponsoring upgrades to public parks to raising money for nonprofits through the Marlins Community Foundation – were overshadowed by cost-cutting measures, public gaffes and eight consecutive years of losing.

The arrival of a new ownership team led by investor Bruce Sherman and retired Yankees star Derek Jeter is a chance to change the way Miami perceives the team. But resetting the narrative is only possible if the incoming management is prepared to operate the organization differently. That means rethinking the way the club interacts with the public.

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