Golden Fleece

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The Dodger faithful turn outs in droves to boo San Francisco Giants star Barry Bonds, but as a draw, the slugger can’t match fleece blankets even in sunny L.A.


Dodger Stadium’s second-largest regular season baseball crowd ever was on hand for the club’s May 9 game against the Houston Astros. The 55,992 fans who paid for a ticket that Tuesday night probably wouldn’t have minded seeing a no-hit pitching performance. But the big lure was the chance to get a free Dodger-blue fleece blanket commemorating the 25th anniversary of the team’s 1981 World Series title.


“The fleece blanket is one of the most popular items,” said Marty Greenspun, the Dodgers’ chief operating officer.


An estimated that an extra 20,000 tickets were sold thanks to the blankets, provided by Dodger sponsor Toyota. Indeed, the next two blanket-less games of the series with Houston drew smaller crowds of 33,595 and 37,133 fans.


Such promotions are often good deals for baseball teams. The cost of the items is borne by the company that gives them away. Furthermore, the company pays the baseball team for the right to give away the items, either as part of the company’s bigger sponsorship of the team or as an add-on expense.


The payoff for the baseball team, according to Greenspun, can be an attendance boost, and for the company it is brand enhancement. The sponsors often see a surge in retail traffic as a result of the sponsorship. Upcoming giveaways include traditional items such as hats, shirts and bobble head dolls.


“We’re trying to do more kids items,” said Greenspun. Earlier this season, young ball fans took home alarm clocks sponsored by Farmer John and Jeff Kent batting jerseys, courtesy of Kragen Auto Parts. Culver City-based Smashbox Cosmetics products will be dispersed at another game.


The team’s biggest crowd on record came on opening day of this season, when the Dodgers hosted the Atlanta Braves before 56,000.


And that guy from ‘Frisco? On Easter, 55,132 came out to Chavez Ravine to see him. A big crowd, but still almost 900 fewer than for those nifty blankets.

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