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Table of Contents
Table of Contents ......................................................................................................................................... 1
Introduction:................................................................................................................................................. 3
Atlanta Braves History ................................................................................................................................. 3
Superstar Figures:......................................................................................................................................... 4
A Field of Dreams: ........................................................................................................................................ 6
Our Partnerships: ......................................................................................................................................... 6
Regional Characteristics : ............................................................................................................................. 8
Core Product and extensions: ...................................................................................................................... 8
Defining the Market: .................................................................................................................................... 9
Seven Market profiles: ............................................................................................................................... 11
Profile Strategies: ....................................................................................................................................... 13
Marketing Campaigns: ............................................................................................................................... 15
References .................................................................................................................................................. 24
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We welcome you as
we present an in-depth
peek into our
organization.
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Introduction:
The Atlanta Braves invite you to look into multiple aspects of the organization. Learn about the
club's history, achievements, marketing strategies, and other interesting nuggets. Those who
have followed the team for years will enjoy reminiscing old memories, while new onlookers will
delight in learning about their newly found darlings. This consumer profile is for you, from a
lifelong fan to someone who knows nothing about the Atlanta Braves.
Atlanta Braves History
The Atlanta Braves moved to Atlanta from Milwaukee to start their 1966 campaign. In their
early years in Atlanta, the team had little success. The one exception was a National League
Pennant in 1969. During this time, the Braves' call card was one of the best players in MLB
history: Hank Arron. On April 4, 1974, Aaron passed the immortal Babe Ruth as the all-time
home run king of Major League Baseball when he hit his 714th round-tripper. Aaron ended his
fabulous career with 755 dingers. Although Barry Bonds has passed his total, many believe
Aaron is the home run king due to Bonds' known use of PEDs.

Ted Turner purchased the Atlanta Braves in 1976. One of Turner's attributes was he owned
Superstation WTCG, which later became Superstation TBS. The savvy Braves' owner decided to
nationally broadcast the team nightly as a mainstay of the network. Turner preceded to market
the organization as "America's Team." This move allowed the Braves to gain an abundance of
fanfare as they joined the Chicago Cubs as the only two teams with a nationally syndicated
audience.

For the most part, the team had lean years from 1976 to 1989, while Turner owned the Braves.
The Braves only had one playoff appearance: They won the NL East Pennant in 1981. Although
the Braves struggled to win, they continued to gain fans due to their affiliation with
Superstation TBS. The organization also boasted one of the best players of the 80s in Dale
Murphy. Murphy won back-to-back MVP awards in 1982 and 1983. To this day, Dale Murphy is
one of four outfielders to win consecutive MVPs in MLB history.

The 1990s started a new decade, and the Braves had one of the best 10-year stretches in team
sports history. After being a bottom dweller for years, the team traded its beloved superstar,
Dale Murphy, to the Philadelphia Phillies during the 1990 season. After the trade, the
organization called up an up-and-coming right fielder, David Justice. Justice had a summer that
quickly halted fans' disapproval of the Murphy trade. Although the Atlanta Braves finished last
again in 1990, Justice put the team in the spotlight by winning Rookie of the year.
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In 1991, the Atlanta Braves won the NL West Pennant and made it to the World Series series,
losing to the Minnesota Twins. The twins' seven-game clash was one of the best World Series in
MLB history, with the Twins winning the last game in 10 innings. The 1991 season was the first
of 14 straight division titles, a feat that is an MLB record. During that time, the Braves gave the
City of Atlanta a World Series crown in 1995. Even though the team had numerous
disappointments, losing in the World Series in 1991, 1992, 1996, and 1999, making it to five
Series in 10 years is something special.

After missing the playoffs from 2006 to 2010, the Braves earned a Wild Card birth in 2010.
Unfortunately, they lost in the first round of the playoffs. One of the franchise's bleakest
mishaps came in 2011 when the team lost an 8 ½ game division lead in September to miss the
postseason. The team saw some success in 2012 and 2013, but they lost in the first round of
the playoffs both years.

After missing the postseason for four consecutive years, the Braves won the NL East from 2108
through 2020. The team lost in the divisional round of the playoffs in 2018 and 2019. However,
the Atlanta Braves came one game short of making it back to the World Series in 2020, losing to
the Dodgers in the 7th game of the NLCS.

The 2021 Atlanta Braves had high expectations going into the season. However, the team
struggled for the first half of the campaign. During the team's 82 nd game, they lost their best
player, Ronald Acuna Jr, to a gruesome ACL tear for the remainder of the year. Not only was
Acuna the Braves' best player, but he was also one of the best players in baseball. With the
team still under the 500 mark halfway through the season, everyone believed the team had no
chance to make the playoffs. The team's general manager, Ale Anthopoulos, thought otherwise.
Due to the Acuna injury and a season-ending suspension to Marcell Ozuna, the entire outfield
was in shambles. In two weeks, Anthopoulos revamped the Braves outfield by acquiring three
proven players: Adam Duvall, Joc Pederson, and Jorge Soler. In one of the most unbelievable
stories in MLB history, the Atlanta Braves won their division and then beat the Houston Astros
in six games to win the 2021 World Series.

Superstar Figures:
As you have already read, the Atlanta Braves have had some great teams. We have briefly touched on a
few significant figures, but this next section will detail the players and coaches that left an indelible mark
on the organization and baseball game.

Hank Arron:

Hank Arron is best known for passing Babe Ruth as the all-time home run king. Aaron hit his 714th
record-breaking round-tripper on April 8, 1974. Aaron was the NL MVP in 1957, and he won three Gold
Gloves awards. In 1982, Hank Aaron was inducted into the Baseball Hall of Fame. Aaron also ended his
career with a .305 batting average.

Gregg Maddux:
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Gregg Maddux joined the Braves in 1993 via free agency. Along with John Smoltz and Tim Glavin,
Maddux helped bolster one of the best pitching staff in baseball history. He won four straight Cy Young
awards, recognizing him as the NL's best pitcher from 1992 to 1994. Maddux is one of the best pitchers
to ever step on the rubber, and he is a member of the prestigious 300-win club. He was enshrined in the
Baseball Hall of Fame in 2014.

Tom Glavin:

Tom Glavin was drafted in the second round of the MLB draft in 1984. Glavin debuted with the Big
League Team in 1987, and he was one of the game's best pitchers in the decade of the 90s. For the
Braves, he won 20 games in a season five times and brought home the Cye Young award in 1990. One of
Glavin's best performances came in the deciding game six of the 1995 World Series. Glavin pitched eight
innings of shutout baseball to propel the Braves to a one-to-nothing victory over the Clevland Indians.
Glavin is a member of the prestigious club, and he was inducted into the Baseball Hall of Fame in 2014.

John Smoltz:

John Smoltz became a Brave in 1987 when he was traded to the team from the Detroit Tigers. Like
Maddux and Glavin, Smoltz was one of the game's most dominant pitchers of the 1990s. Smoltz
possessed the best stuff out of the three hurlers. His plus 95 miles per hour fastball and devastating
slider allowed him to strike batters out time after time. Injuries prohibited Smoltz from winning three
hundred games, but he is the only pitcher in MLB history to have more than 200 wins and saves. Smoltz
won a Cye Young award in 1995, and he was inducted into the Baseball Hall of Fame in 2015.

Chipper Jones:

The Atlanta Braves selected Chipper Jones with the number one overall pick of the 1990 MLB draft.
Jones quickly progressed through the Braves farm system, making his Major League debut in September
of 1993. Jones was penciled in to start as the Braves left fielder in 1994, but an ACL tear in spring
training put him on the self that year. Jones showed out during his rookie campaign like a true pro,
finishing second in the NL rookie of the year race. More importantly, Jones was a catalyst in the team's
1995 World Series Championship over the Clevland Indians. Jones, a switch hitter, ended his career with
468 dingers, eight All-Star appearances, and an NL MVP award in 1999. Like Maddux, Glavin, and Smoltz,
Chipper Jones was inducted into the Baseball Hall of Fame in 2015.

Andruw Jones:

Andruw Jones burst onto the scene during the 1996 World Series against the New York Yankees. In-
game one, the 19-year-old phenom hit two homers to become the youngest player in MLB history to
accomplish the feat. Jones' biggest claim to fame was his ability to roam center field. Many believe he is
the best defensive center fielder to have ever played the game. Jones won 10 consecutive Gold Gloves
from 1998 to 2007 justifies the notion. Jones could also hit the long ball. He hit 51 round-trippers in
2005, and he finished his career with 434 dingers.
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A Field of Dreams:
From 1966 to 1996, the Atlanta Braves played their games in Atlanta-Fulton County Stadium. The Braves
shared the stadium with the Atlanta Falcons. The park, nicknamed "The launching Pad," was famous for
inducing home runs. In 1996, the City of Atlanta hosted the Olympic Games. Turner Field was built to
host the track and field events for the games. The Braves moved into the new confines for the 1997
season. After playing in Turner Field for 20 years, the Braves moved to a new ballpark in Cobb County,
Georgia, in 2017. The Braves' new home, Truist Park, is a modern facility. The stadium is located in a
downtown area called the Battery. Truist Park is surrounded by restaurants and bars, making the game-
day experience like no other. Take a look for yourself.

This Photo by Unknown Author is licensed under CC BY-SA

Our Partnerships:
We cannot do what we do without the support of our wonderful sponsors. We are honored to have the
organizations as a part of our team.
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This Photo by Unknown Author is licensed under CC BY-NC-ND

Delta Airlines is one of our longest-standing sponsors. The company has provided the Braves
with funding to develop inner City baseball facilities in Atlanta inner cities. The Braves are
committed to making a difference in our local community. Thank you, Delta, for assisting us
with this venture.

This Photo by Unknown Author is licensed under CC BY-SA-NC

The Atlanta Braves organization is proud to have Mizuna as one of our partners. Mizuna has
assisted the Braves by providing the city's youth programs with high-quality uniforms. While
going to a game at Truist Park, fans can shop at the Mizuna Experience store, where they can
get fitted with personalized gear.
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This Photo by Unknown Author is licensed under CC BY-SA

Nike has assisted the Braves in our effort to provide the game of baseball to the African American community. The company
has worked with the Braves to offer organizational clinics in our minority areas. Since Nike became the official uniform provider
for MLB in 2020, it made sense for the Braves to partner with the organization.

Regional Characteristics :
From a marketing standpoint, the Braves are aware that the city of Atlanta and the entire state of
Georgia has a high African Americ population. According to the 2020 US Census, Atlanta has an African
American population of 498,715 people. That figure is approximately 47.2% of the city's population. The
census also details that the African American population makes up 30% of the people in Georgia. The
African American population is around 13% nationally, to put this information in perspective. As you
read through the Braves' consumer profile, you will see how our organization uses these statistics to
market differently than other organizations.

Core Product and extensions:

The main thing that attracts fans to Truist Park is the Braves baseball game. Our core product is the 81
Atlanta Braves home games each year. However, that statement is incorrect because we host
postseason games most years. We hope you enjoy our core product on the field each time you view a
game in person. We guarantee you will have a total baseball experience from a fan's perspective. In
other words, we know you will enjoy all of the extensions that come along with the core product of the
actual baseball game. Extensions are everything fans enjoy at an Atlanta Braves baseball game other
than the actual game. Below are some of the extensions we offer at each Braves game.

BRAVES CLUBHOUSE STORE:

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The Clubhouse store is the place to visit for all your favorite Braves apparel. We have everything from
past Braves jerseys to all of the current players. And you have to check out all of the different Braves
hats. After all, every baseball fan likes a fashionable lid on their head while attending a game.

Batting practice:

Fans are allowed to enter the gates three hours before each game. One of the best things to do is watch
your favorite players take part in batting practice. You have the option of getting a close look at the
action behind home plate, or you can try and get a ball in the outfield bleachers. The choice is yours.

Food & Beverages:

Truist Park offers various food and drink options to satisfy your palate. Hotdogs, sausages, pretzels,
popcorn, and a variety of cold brews are available across the grounds of Truist Park. Blooper Burger
serves up juicy, mouth-watering creations. The Coors Light Chop House is located halfway up the right-
field bleachers. This is one of the most well-known areas of the ballpark. Fans love to enjoy their cold
beer while having a chance to grab a dinger that is hit their way. On a hot Atlanta day, you can enjoy a
cold treat from places such as King of Pops, Dippin' Dotes, and Mayfield Creamery Ice Cream. Baseball is
known for partaking in traditional food and beverage options more than any other sport while attending
a game. We invite you to take part in what we have to offer at Truist Park.

Between Innings Intertainment:

We understand our fans are sitting for a long time. The Braves organization promises to deliver
entertainment during each half-inning. Kiss Cam has quickly become a fan favorite. If your significant
other decides to give you a kiss, the camera is looking. Guys, watch out! Fans also enjoy Braves trivia,
which they can participate in via their cell phone. Another Braves tradition occurs during the seventh-
inning stretch when the entire stadium participates in the singing of God Bless America. In the last few
years, the race against the Freeze has become a phenomenon. Durran Dunn is a former D1 athlete at
Southern Mississippi. Mr. Dunn is one of the grounds crew employees for the Braves. A fan gets the
chance to race around the warning track of the outfield surrounding Truist Park to beat Mr. Dunn, who
goes by the nickname of the Freeze. Despite having a head start, the Freeze comes out on top almost
every time. Time and time again, Braves fans cheer on the fan in hopes of a rare victory.

Defining the Market:

The Braves have a target market comprised of six states: Georgia, South Carolina, North Carolina,
Tennessee, Alabama, and Mississippi. Georgia is the home state of the Braves, so it is a target market.
The remaining five states are all in the southeast, and none of them border a state with another MLB
team. We commonly refer to this area as Braves Country. The total population of the six states is around
41,166,119, according to the 2020 United States Census. The Braves organization focuses on marketing
schemes geared to these southeast states to get the most out of our marketing plan.

As we segment our market, We look at many factors. We analyze demographics, socioeconomics,

product usage, psychographics, generations, geography, and product benefits. Here is how we address
all of these factors.
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Demographics:

Demographics refers to the population and the different groups within the population. For instance, we
have discussed that Atlanta has an African American population of approximately 498,715 people. We
understand that the African American community is a tight-knit group that takes pride in the
accomplishments of others within their people. This paradigm lets us know we can market to this group
of people in a particular manner. As we break down all six states of Braves Country, our marketing team
looks at the demographic breakdown of each state to come up with the total demographic number. We
also look at other demographic factors such as gender and age as part of our marketing strategy.

Socioeconomics:

We are aware that the social-economic status of people is quite vast. According to the United States
Census, Braves Country has roughly 6,139,000 people who live in poverty. The medium household
income of the six states that make up the target market is 54,351. We offer game tickets as low as $20
per person. On the other hand, people can purchase game tickets for well over $200 per person.

Product Usage:

We are committed to providing our fans with the best product possible. As we have already mentioned,
the game is the core product people come to see. We attempt to look at every avenue to make your
time watching the product on the field a memorable experience. Not only do we offer our fans food and
mid-inning entertainment, but the entire game is also an experience. Each seat has its cup holder and
provides guests with ample seating space. We have already discussed many of our extensions which add
to the total experience. One of the neat features you will get to listen to is each Branes' player has their
own walk-up music they have personally selected. This unique aspect allows fans to identify with their
favorite player. Fans also get a laugh at some of the in-game antics. For example, when a Braves player
walks, the DJ plays Walk This Way by Aerosmith. Truist Park has a seating capacity of 41,084 people.
From the core product on the field to the extensions surrounding the game, we guarantee our fan's
usage of the product will make an indelible impression upon all who attend.

From a marketing perspective, we understand fans like different aspects of the game experience.
Because our target market is over 41 million people, we know the importance of offering a vast game
experience. The eight-year-old son will have a different product usage than the father. Come and see
what we have to offer. We promise there is something for you!

Psychographics:

Psychographics refers to the beliefs and values of a particular area. We know the South is commonly
called the Bibble Belt from a marketing standpoint. Our decision to sing God Bless America during the
seventh-inning stretch has hugely succeeded. The song resonates with our fan base, and it makes
everyone feel united as one.

Also of note, the six states that make up Braves Country tend to lean toward conservative values.
Georgia was the only one of the six states that did not vote republican in the 2020 presidential election,
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and the difference was only 0.2%— the most negligible difference in the country. This information
allows us to make educated decisions regarding our promotions and advertising partners.

Generations:

Generationally, the Braves have a wide range of fans. Many are in their 60s and 70s and remember
watching players like Hank Aaron. Those who grew up in the 80s and 90s are fond of players like Dale
Murphy and Chipper Jones. This group of people also remember the fabulous teams of the 90s. Today's
kids are growing up watching the current World Series Braves, and they follow players like Ronald Acuna
Jr. We understand we must offer different things to each generation. Our gift shop provides old baseball
cards and other memorabilia. Those born in the 80s and 90s can purchase a Chipper Jones Jersey or
receive an autographed baseball from Andruw Jones. Today's youth can buy an Ozzie Albies hat or climb
on the outdoor rock wall before the game. To successfully our product, we understand the importance
of meeting the needs of every generation.

Geography:

We have already discussed the concept of Braves Country. The six states of Georgia, South Carolina,
North Carolina, Tennessee, Mississippi, and Alabama construct the Atlanta Braves' target market. We
advertise in these states via the radio, television, news ads, and billboards. Since all of the six states are
in the south region of the United States, we conclude that psychographics among the areas is similar.
This information assists us in the way we market your Atlanta Braves.

Product Benefits:

From a marketing perspective, a customer's satisfaction is dependent on their perceived benefit

outweighing their perceived cost. In other words, everything they experience at the game needs to be
worth what they paid. Our massive scoreboard in center field allows those sitting far away from home
plate to feel close to the action. This dynamic makes their $20 seat seem like they had purchased a $200
ticket. The Braves have been one of the top teams in baseball over the last 30 years. However, there is
no guarantee they will play well and win on the day you decide to see the team play. The organization
puts so much time into the fan experience details. We believe everything from the actual game to all of
the extensions we have already discussed will allow your perceived benefits to outweigh your perceived
cost.

Seven Market profiles:

The Braves marketing team has taken the time to understand the vast populations that digest our
product. As you continue to proceed through this consumer profile, you will see seven different
consumer segmentations. The size of the various profiles is estimated via data from the United States
Census. Also of note, the numbers result from adding population groups together from the six states
that make up Braves Country.

62 & Older Population:

The size of this group of individuals is around 7,684,558. We have chosen this demographic of people for
a few reasons. Sports marketers conclude that baseball fans are the oldest demographic of the four
major sports leagues in the United States: The NFL, MLB, NHL, and the NBA. This group of people has
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either retired or is close to retiring. Therefore, many in this segmentation have disposable income to
spend at an Atlanta Braves game experience. People who are at this stage of life have grandchildren. We
cannot think of a better way to have a family outing than enjoying our Atlanta Braves in person.

Kids 5 to 14 Years Old:

The Atlanta Braves experience is a fantastic venture for anyone wanting to provide a memorable time
for their children. This size of the demographic is roughly 5,194,317 kids. We value this segment because
this is the age at which a fan's interest in a particular team begins. As you continue through this
document, you will see we have a lot to offer to this group.

Females who live in Braves Country:

The population of this group is around 20,583,000 people. Whether she wants to spend some time with
the other girls or spend the night with her family at Truist Park, we have a lot to offer. A Braves game
includes the nine innings of baseball and all of the extensions that go along with it. We strive to
integrate female sticking points into what we have to offer.

Males who live in Braves Country:

The population of this group is around 20,500,000 people. Guys make up a significant part of the
demographic grouping who take in a Braves game at Truist Park every year. We understand many guys
grow up playing baseball, making them fans of the game. Dads also love spending time with their sons
and the rest of the family at a Braves baseball game. Although this demographic attends Braves games
on a large scale, we still need to ensure that everything is in place, so they enjoy their experience.

Churches

We have used psychographics to segment this population. The exact number of this group of individuals
is hard to pin down; however, we have concluded a substantial number. This hypothesis is a reality
because the South East portion of the United States is called the Bible belt. We have partnered up with
Six Flags over Georgia to offer Churches a package deal that includes a Braves game at Truist Park and a
day at the best amusement park in the South Eastern United States.

African Americans:

The Atlanta Braves organization is proud to offer an inclusive environment for our fans. Over the years,
Hank Aaren and other prominent African Americans attempted to raise the interest amongst young er
people of color. We support Aaron's initiatives and are honored to continue his mission. We are also
aware that the Atlanta Area has a 30% African American population. This population is roughly around
10,214,852 people.

Country Music Fans:

We know many country music fans love their Atlanta Braves. The size of this group is hard to understand
for sure, but we have discussed how Braves Country is primarily made up of Southern heritage. We have
used cultural norms for this segmentation. We have partnered with Pandora to offer a series of
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postgame concerts as an extra perk for these fans to attend a Braves game. The Braves are proud to
provide a little extra for this group by combining their love of music with the best team in MLB.

Profile Strategies:
The Braves organization has developed specific marketing plans for each of the seven aforementioned
segments. As we proceed, you will see how each market is different and how the Braves organization
has to cater differently to each segment.

62 & Older:

It is essential to understand that many individuals in this population are not as technology savvy as other
groups. While we use social media and other internet platforms to reach older people, we also use radio
ads. The Atlanta Braves have teamed up with national and regional stations that play music from the 60s
and 70s. The 30- second ads promote a safe and fun environment for the entire family. The ad also
details discounted handicap parking and seats located in shady areas of the stadium. We believe this
advertising scheme is successful because it relates to the population's needs. People who are older need
to feel comfortable knowing they will have the amenities they need. Things such as seating in the shade,
having close area parking, and not relying on technology are essential to those 62 and older.

Kids 5 to 14 Years Old:

demographic is different from all other groups because they rely on their parents to go to the game.
From a marketing perspective, we focus on marketing game extensions to the parents of kids.
Extensions are necessary because this age demographic does not have the attention span of an adult.
We need the parents to buy into what we offer for their children. When the parents of these kids go to
the Braves website, there is a bold tab that reads as follows: "What we offer for kids." Once the tab is
clicked on, you will see items such as our rock wall, batting cages, pitching mounds with radar guns, and
pictures of all of the yummy food kids love to eat. We also show a kid taking part in one of the activities
mentioned above during every home game on television. This dynamic will entice kids to want to come
to see the Braves in person when they see other kids having fun a the stadium.

The Braves organization believes this marketing plan works because it uses TV and the internet. Parents
depend on these two methods to collect information and watch the Braves when not at the ballpark. All
we need to do is get a kid to a Braves game one time, and they will want to come back repeatedly.

Females who Live in Braves Country:

Let's keep it real. Females have a propensity to like certain players based on physical characteristics. We
use billboards that picture Braves players in their uniforms to encourage this demographic to attend
Braves games. We also have a girls' night out promotion during every Monday home game. The ad is
visible on the Braves website, and there is a quick 15-second promo at the start of the third inning of
every telecast. The promotion provides females with $2 beers all night and a $5 off coupon they can
redeem on any item. The idea behind the promotion is to make females feel special. We believe this
step will lure females into Truist Park. Research suggests that women who feel appreciated are happy
customers; therefore, we believe our marketing campaign will be a success.
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Males Who Live in Braves Country:

More males attend Braves games than any other demographic profile. More and more, guys follow
games via the Braves app. We have inundated our app with ads that push guys to attend Braves baseball
games to accommodate this change. There are nothing more manly than enjoying some cold brews
while watching the Braves play in person—the Braves app details all of our beers on hand.

We discussed earlier that kids depend on their parents to consume our product. This dynamic means we
are marketing to dads through marketing towards kids. Dads want to take their sons and daughters to
games. Therefore, when we show extensions such as children rock climbing, hitting at batting cages,
pitching, and eating yummy food, we take advantage of a dad's need to provide his children with a
memorable experience.

When it comes to marketing toward males, we believe our strategies are successful because we adjust
to the times. Using our app to reach this demographic makes sense because it is always at a guy's
fingertips. For example, if he misses the game on TV, he will go to the app later to look at the game
details.

Churches:

We have partnered with Six Flags Over Georgia to market to this group of people. Our marketing team
emails pastors located in Braves Country. Local and national Christian music radio stations advertise the
promotion to their audience. The package deal includes a $20 Braves ticket per person and a 25% off
pass to the amusement park—the information also appears on the Braves website. We believe in this
marketing plan because it is cost-effective and straightforward. Church groups take trips during the
summer because kids are out of school. Partnering with Six Flags Over Georga gives us another well-
known business that provides our customers with a better experience. We are also taking advantage of
something a triumphant church needs: A thriving youth group. Parents who attend church want their
children involved in a vibrant youth group. They long for their kids to fellowship with like-minded
people. Advertising to churches works for us because we are located in the southern Bible belt.

African Americans:

Hank Aaron is the most renowned player in Braves history. He is African American, and he played the
game when there was inequality in the United States. Aaron overcame racism, and he is a hero in the
Atlanta community. Over the past few years, MLB has tried to provide a pathway for more African
American involvement. The Atlanta Braves marketing team works with the inner city Boys and Girls
Clubs in Atlanta to advertise the game experience. Our Marketing team is also advertising to Inner City
organizations throughout Braves Country. We have also partnered with former African American players
David Justice, Ron Gant, and Marquis Grissom to create a fund that assists with game expenses.

We promote an African American autograph day at a home game one day per month during the season.
Form African American American Braves Players are available to sign autographs before these games.
The game is advertised on our website, through our app, and on social media platforms. We have also
put signage in African American barbershops and hair salons.
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We are also running a television commercial that airs during the broadcast. The TV ad includes some
players signing autographs for the upcoming season. The commercial detail a different person who will
be available each month.

We believe in this marketing strategy because we have partnered with former African American Players
in our organization. The African American community is proud of these players; therefore, we think their
presence will assist in this promotion. We also believe that the high African American population in the
Atlanta area provides a viable market.

Country Music Fans:

We have partnered with Pandora to offer a free concert after a braves game three times during the
season. The information is on our social media platforms and the Braves app. The advertisement runs on
Pandora's country music stations. This marketing plan makes sense because Braves Country loves
country music and Braves baseball. We also think that those who come mainly for the postgame concert
will love what they experience during the game. This dynamic means they will most likely want to come
back, even if it is for a game that does not have a concert afterward.

Marketing Campaigns:
Sport is marketed in two ways: marketing of sport and marketing through sport. Marketing of sport
refers to the Atlanta Braves marketing our product to the public. The goal is to push customers to
consume our product. Marketing through sport is the act of promoting other things/events at a Braves
game. As you continue to read, you will see how we market three of the seven segments we just
explained. For each group, we will show you an example of marketing of sport and an example of
marketing through sport.

Ages 5 to 14 Years Old-Marketing Through Sport:

Dansby Swanson has agreed to assist with a new baseball park opening in the Atlanta Area. The
advertisement below is posted in local elementary and middle schools. Over the last week, the
scoreboard in center field has flashed the advertisement when Swanson comes to the plate.
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Age 5 to 14 Years Old-Marketing of Sport:

The following advertisement is a prom at the beginning of the bottom of the 5th inning. The bottom of
the inning is an essential aspect of the marketing plan. Fans watching the game on TV are more likely to
get up from the television when the Braves are on defense. Since the team will be coming to the plate,
the maximum amount of people will be viewing it. As the game arrives on live Tv, play-by-play man Chip
Carry will come on air and say the following script as the camera shows a youngster rock climbing: Kids
are having a blast at the ballpark tonight. They can enjoy trying to climb to the top of the wall, located
beyond the left-field bleacher. Or they can participate in baseball activities such as hitting in some of the
surrounding batting cages." When Carry stops his promo, there is a camera shot of cotton candy and Ice
cream.

African Americans Who Live in Braves Country-Marketing Through Sport:

The Atlanta Braves organization is highly involved in assisting the African American community. In this
promotion, Otis Nixon and Brian Jordan— two former Braves players— are helping open a new baseball
facility for the youth in Atlanta's Inner-City area. This ad appeared on the scoreboard going into the
fourth inning of games within two weeks of the date. The advertisement also appeared on the Braves
website and social media platforms.
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African Americans Who Live in Braves Country-Marketing of Sport:

This ad is a TV commercial that promotes the African American autograph day. Each month during the
season, there will be a day in which a former African American Braves player participates in a free
autograph session before each game. A designated player has already been assigned each month. All
five of the former players are involved in the commercial. Each player's name appears on the television
screen when each player speaks. Here is the script:

Ron Gant: "I will sign autographs before the game on April 5."

David Justice: "I will sign autographs before the game on May 3."

Otis Nixon: "I will sign autographs before the game on June 10."

Marquis Grissom: "I will sign autographs before the game on July 13."

Terry Pendleton: "I will sign autographs before the game on August 4."

Chris Chambliss: "I will sign autographs before the game on September 9."

After the participants have said their line, they all speak together and say: "Come join us for a night of
Braves baseball this summer.
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Females who live in Braves Country-Marketing Through Sport:

The following ad is on the Braves website and displayed throughout the stadium. There are also multiple
reminders over the PA system on these nights. The ad is an attempt to raise money for breast cancer.
We believe it fits to run this promo on the night we recognize our female fans.
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Females who live in Braves Country-Marketing of Sport:

The ad below attempts to entice our female fans to watch a Braves game in person. The
advertisement appears on our website and our social media platforms. This promotion occurs
every Monday home game the Braves play.
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References
Explore census data. (2021.). Retrieved April 18, 2022, from https://data.census.gov/cedsci/

Story of the Braves: Atlanta braves. MLB.com. (2020). Retrieved April 18, 2022, from

https://www.mlb.com/braves/history/story-of-the-braves