April 08, 2014
/ by Dae Yoon Lee
Sports fans might be “sleepless in Seattle,” and for good reason too.
Recently, Seattle has been in the sports spotlight (Super Bowl Champs!) and the Mariners are looking to keep up the hustle. Especially with the addition of Robinson Cano, the prospects for this team are high, and expectations even higher.
Besides having an already solid roster this season, the M’s attracted a lot of attention by signing Robinson Cano (arguably the top free agent on the market) for $240 million earlier this winter. Four months later, Cano made his debut in Seattle with the home opener versus the Los Angeles Angels.
And while the Seattle Mariners are close to our hearts, there is also the brand aspect of the team as well. Let’s take a closer look at what $240 million has done for the Mariners’ brand so far.
To start with the man himself, Robinson Cano is a five time All-Star who was previously on the New York Yankees. A simple search for “Robinson Cano” and “baseball” shows that nearly 27,000 posts about Cano were published in the past 6 months. That’s about 4,500 per month, or around 150 posts per day.
I would say that’s pretty much celebrity status, which definitely draws attention to the team brand. More than that, however, Cano has celebrity name value because he also has the talent to back it up. Speaking of celebrities, here’s a fun fact for you:
Cano was the first client of Roc Nation Sports, a sports agency under the conglomerate Roc Nation which is headed by the world famous rapper, Jay Z.
Who knows? Maybe Jay Z’s next hit single will be about the Mariners. Jay Z featuring R. Cano. Now THAT would be brand publicity.
For publicity, or public sentiment, let’s go back in time six months and see how the Mariners were perceived before Cano was signed.
Now let’s jump to the past 30 days. Since Cano signed in December, he’s been on the team for several months now.
Nearly a 14% increase in positive sentiment! Of course, there is no “R” in TEAM, but I think it’s safe to say that Robinson Cano has generated a lot of positive buzz for the Mariners. Cano brings both celebrity status and talent to the already promising roster for this season, which sets the bar high for both players and fans alike.
Excitement is in the air because for the first time in a very long while, the Mariners might be the best team and just might win the World Series. It’s a bit early in the season to tell, but who knows if Seattle will be home to numerous national champions?
Mariners fan or not, nearly everyone is eager to see how this season will go. Here’s to the best!
Get the latest updates on PR, communications and marketing best practices.
Keep up with everything Cision. Check here for the most current product news.
Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.
1-312-922-2400from 8 AM - 5 PM CT