Featured Post from Baylor University

It Has to Matter Who Wins: Futurecasting the MLB All-Star Game

Sports marketing expert Kirk Wakefield on the future of the Midsummer Classic

Jul 15, 2024

4 min

Globe Life Field in Arlington, home of the 2023 World Series champion Texas Rangers, will play host to the 94th edition of the Major League Baseball All-Star Game on July 16, marking the second time in franchise history the Rangers will host the Midsummer Classic.


MLB’s All-Star game – which matches up the best players from the American League and National League as selected by fans, managers and players – is considered one of best all-star contests among professional sports, said Kirk Wakefield, Ph.D., executive director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program at Baylor University’s Hankamer School of Business.


However, the game faces continued headwinds, Wakefield said, ranging from lagging viewership to fan voting to a game that is more an exhibition than a meaningful game.


Wakefield Weighs In: Five Thoughts on MLB's All-Star Game


Is the MLB All-Star game the best All-Star contest of all major leagues?


Wakefield: Yes, it’s the only one where players seem to try their best. The NBA and NFL – who have practically given up – have declining viewership since 2011. Unfortunately, MLB All-Star game is on the same downhill skid. (According to Statista, viewership has declined from 22 million in 1993 to seven million in 2023.)


The reason why is it doesn’t really matter who wins. If the players don’t care who wins, neither will fans. Further, fans aren’t particularly a fan of only one league so that it really matters if one league has bragging rights. That was less the case years ago before interleague play.


How could viewership improve in any of the All-Star games?


Wakefield: It has to matter who wins. MLB tried this with home field advantage for the World Series. They gave that up.


The current approach in baseball is truly an exhibition because every player gets to play, so it’s like three players at every position playing three innings. That’s not how a manager would play it if trying to win. And it’s not like it used to be when the starters (who were more likely to be the best at their positions) played longer.


One suggestion I’ve heard is to make the payoff big enough for the winners so that the players gave it their best. Get a sponsor to put up the money so the winners each make seven figures and could be the players and managers will play more like a team trying to win.


Does Monday’s prelude, the hugely popular Homerun Derby, enhance Tuesday’s game?


Wakefield: The Homerun Derby is popular because fans do follow individual players. It matters more who wins. That said, the HR derby’s viewership has still lagged.


Bottom line: Fans are loyal to teams more than to leagues or individual players.


Fan voting… Need we say more?


Wakefield: Major market teams with huge fan bases will dominate, but what about the Kansas City Royals, who at one point in the season were on pace for the biggest year-over-year improvement in wins and losses?


Given the way fan voting has become essentially a promotion game to get more fans to vote more often, it’s hardly representative of anything other than largest markets with the best promoters.


The good news is that the MLB All-Star game will be quite the occasion in Arlington, Texas, with a bevy of game-related activities and events July 13-16.


Wakefield: Arlington is an optimal location central to the U.S. with plenty of space to blow out the occasion. It’s like the Texas State Fair came to baseball, where all the rides and attractions are baseball-happy.


ABOUT KIRK WAKEFIELD, PH.D.


Kirk Wakefield, Ph.D., is The Edwin W. Streetman Professor of Retail Marketing at Baylor University, where he is the Executive Director of the Curb Center for Sales Strategy in Sports and Entertainment (S3E) program in the Hankamer School of Business at Baylor University. The author of Team Sports Marketing and founder of Wakefield Research Partners, Wakefield has conducted fan research on partnerships, pricing, promotions, sportscape, service, and anything else that explains why fans do what they do in nearly every venue in sports, including the NBA, NFL, MLB, MLS, NHL and NASCAR. His scholarly works appear in a breadth of journals: Journal of Marketing, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Retailing, Journal of Advertising, Journal of Advertising Research and Journal of Sport Management, among others. Wakefield is a regular contributor to Sports Money on Forbes.com.


ABOUT THE CURB CENTER FOR SALES STRATEGY IN SPORTS AND ENTERTAINMENT (S3E)


The Center for Sales Strategy in Sports and Entertainment (S3E) at Baylor University is the only program in the U.S. focused on generating revenue for sports. S3E graduates have career opportunities in sales, digital marketing or business analytics for major league teams, university athletics, corporations and agencies. Baylor is the only university combining learning with practice in partnership with the Athletics Department to prepare graduates for careers in the business of sports. The S3E program is unique in vision, values, mission and culture to transform the business of sports and entertainment. Consistent with the Christian mission and purpose of Baylor University, we prepare passionate servant leaders to positively influence lives in places people go to play or watch others play.



Powered by

You might also like...

Check out some other posts from Baylor University

1 min

Expert Perspective: Race and Representation Take Center Stage in Texas’ Democratic U.S. Senate Primary

As Texas Democrats head toward a competitive 2026 U.S. Senate primary, conversations about race and representation are playing a visible role in the campaign. In a recent Spectrum News segment, Baylor University political analyst Dr. Mia Moody discusses how racial identity, voter perceptions, and candidate messaging are influencing the dynamics of the race. Mia Moody, Ph.D., is a professor and former chair of the Department of Journalism, Public Relations, and New Media in the Baylor University College of Arts & Sciences. She is a nationally recognized expert on mass media and image repair, intersectionality, critical race theory, and the media framing of women and people of color. View her profile The story explores how candidates are navigating issues of representation within a diverse Democratic electorate, and how those discussions could impact turnout and coalition-building ahead of the primary. Watch the full report for expert insight into how race is shaping one of Texas’ most closely watched political contests. The full story is available below:

5 min

Tales of Christmas Past: Preserving Your Family History During the Holidays

During past family Christmas gatherings, many of us remember when older relatives regaled everyone with tales about their fascinating life stories, firsthand experiences as an eyewitness to history or simply sharing how favorite family traditions started. So how do you preserve those precious family memories during the holidays? Baylor University oral historians Stephen Sloan and Adrienne Cain Darough have recorded and preserved the oral history memoirs of thousands of individuals through their work with Baylor’s renowned Institute for Oral History, home of the national Oral History Association. Together, the historians share seven simple best practices to help family members begin oral history conversations that enrich recollections of the past and capture your family memories. “The holiday season brings about the opportunity to spend time with family members, especially those you may not be able to see on a frequent basis,” Cain Darough said. “This presents the perfect opportunity to conduct oral histories to capture the stories and experiences of your family and loved ones, to learn more about them, the history of your family, traditions that have been passed down from generation to generation and more.” Seven best practices for preserving your family’s oral history 1. Ask first! Make sure your family member wants their story to be documented or recorded. That is the first – and most important – question to ask, said Adrienne Cain Darough, M.L.S., assistant director and senior lecturer with the Institute for Oral History. Ask first. “Many oral historians have run into the spot where someone says, ‘Oh, my grandpa would be great for that topic,’ and you get there and it's, ‘Grandpa does not want to talk to you.’ So first, make sure they want their story recorded,” she said. 2. Determine the type of recording equipment you want to use. Decide if you want to record your interview with an audio recorder or use a video recording device. It all depends on your needs and comfort level with the technology. For family members who are unable to travel this holiday season, you can include them by capturing their stories using a remote recording platform like Zoom, which became a vital tool for oral historians when COVID struck in 2020. Helpful resources from Baylor’s Institute for Oral History include: How to choose the right digital recorder Oral History at a Distance webinar on the dynamics of conducting remote oral history interviews Remote Interviewing Resources guide (Oral History Association) 3. Research your family member’s life and their timeline to help you formulate your questions. Recording a family member’s oral history is more than just putting down a recorder in front of them and saying, “Talk.” If you’re recording an oral history over Christmas with a family member, are there specific things that you want to know that are related to the holiday? For example, what was Christmas morning like for them as a child? How did your favorite family traditions start? What is their favorite holiday dish? (Maybe they could even share the recipe. “You can finally learn why Nana’s banana pudding doesn’t even have bananas in it,” Cain Darough said.) “Doing your research to try to form those questions will help you get around the reluctance to talk sometimes,” Cain Darough added. “The favorite thing that I love to hear is, ‘Oh, I don't have much to say,’ or ‘I'm not that important.’ And then you sit down with them, and you listen to their stories, and your mind is just blown by the things that they've seen and experienced.” 4. Start with the basics: “Where are you from?” When Baylor oral historians conduct an interview, they generally begin with some life history of the subject, providing important context for historians. “Ask questions early on that are easy for them to answer: a little bit of the backstory, a little bit of where they're from, where they grew up,” said Stephen Sloan, Ph.D., director of the Institute for Oral History, executive director of Oral History Association and professor of history at Baylor. “I want to understand the lens through which they experienced events, and the only way I can do that is, who was this? What was formative in their life growing up? Who spoke into who they were? What did they learn? Where did they go? What did they do? Those are the sorts of things that I would be exploring early in the interview.” One of the questions Cain Darough enjoys asking is, “What did you want to be when you grew up?” “You want to give them something that's very easy and comfortable to talk about,” Cain Darough said. “What was your favorite subject in school, just to see if that was something that continued on in their life. If there's a certain hobby or something that you know that they're affiliated with, when did you learn about that? Tell me more. What's your interest with this? And then they'll get to talking.” 5. Ask open-ended questions – without making any assumptions. With oral history, it is important that you don’t go into the interview with a specific agenda or try to lead anyone to a certain conclusion. “We can do this very subtly by assuming information, but you can't assume anything about their experience with the topic,’” Sloan said. “If we assume information, it could be very far from how they encountered whatever event that may have been. Allow them to relate the ways in which they lived these experiences.” 6. Listen closely. Listening is an important facet of gathering oral history. But historians say you are not only listening for what they're saying, you're also listening for what they're not saying. “Are there things that are being skipped around?” Cain Darough said. “For example, sometimes when you're talking to veterans about their combat experience, it may be the first time that they're reliving or retelling these stories. They need time, and you just have to be prepared for that.” 7. Be patient. It might take your subject some time to warm up to the conversation. “If you're talking to someone who is 80, 90 or even 100, that's a lot of memories that they have to go through, so patience is important,” Cain Darough said. Looking to know more or arrange an interview? Simply click on Stephen's icon or contact: Shelby Cefaratti-Bertin today to connect with  Adrienne Cain Darough.

3 min

Reviving the Christmas Spirit: Forgotten Christmas Traditions to Reclaim the Christmas Season

Christmas is just around the corner and many families have already decorated their homes and started celebrating their Christmas traditions – but many stores have had their Christmas products out for months. This early bombardment of holiday advertisements and adornments often takes away from the excitement. So how do you recapture the true spirit of Christmas? Baylor University Honors College professor Michael Foley, Ph.D., who teaches in the Great Texts Program, has researched the history of common Christmas traditions and uncovered forgotten customs. “Christmas is indeed the most wonderful time of year, and that wonder is increased when we understand why we do the things we do,” Foley said. “Our delight in the season becomes greater when we appreciate the history and symbolism of the Christmas tree or why we kiss under the mistletoe.” Foley shares three practices to recapture the essence of Christmas and bring more joy to the season for your family. Enjoy the 12 Days of Christmas Historically, the season of Advent during the weeks leading up to Christmas was a period of joyful restraint and preparation. During the Twelve Days of Christmas, from Christmas Day on Dec. 25 to the Feast of the Epiphany on Jan. 6, people would celebrate a release with a continuous period of leisure and merriment. “Today, the Christmas season seems to start earlier and earlier each year. In the 20th century, the commercial season began the day after Thanksgiving, but now stores inundate the market with Christmas decorations much earlier,” Foley said. “The problem with this arrangement is that by the time Christmas finally comes, you’re tired of it. The older model has an organic build-up to the big day and then a great, 12-day release.” Returning to a slower-paced season full of cheerful spirits in the 12 days following Christmas is a way to recenter, refocus and reignite your Christmas spirit, Foley said. Capture the Joy of Incarnation It’s easy to get caught up in the festivities and pressure of the holiday, but it is also important to return to the reason behind Christmas, Foley said, and take time to understand the meaning behind what seem like meaningless customs. “The best traditions capture the fact that God became man in order to redeem us from our sins out of sheer love for us,” he said. Practices like caroling and gathering with family for food and drink are all acts of gratitude and joy that can remind us of God’s love. What may seem like typical holiday decorations, the holly wreath and the Christmas tree, are actually symbols of Christ bringing new life, Foley said. Embrace the Bizarre Today, Christmas is surrounded by a light, cheery feeling. But history tells us that there has always been a certain “dark side” of Christmas. “There is a reason why Ebenezer Scrooge was visited by three ghosts on Christmas Eve,” Foley said. “All of winter was the season of fiends, and they were not happy that the winter solstice around Christmas Day marked the beginning of the end of the long dark nights and that Jesus Christ was born and triumphed over evil.” Other traditions involve swapping places with someone such as a parent and child, abbots and novices, or men and women. “At one time, this custom of inverted social roles played an important role in gaining clarity and releasing tension in a hierarchical society,” Foley said. While this might seem useless, impractical, or even pointless today, it can still offer value to the Christmas joy. “These inversion customs are a giddy imitation of the ultimate inversion in all of history,” Foley said. “That Almighty God chose to become a little baby in a measly manger.” Although some forgotten customs might seem odd to us today, there can be a certain kind of wisdom behind them – a wisdom that leads us back to the true spirit of Christmas, Foley said. After all, even Ebenezer Scrooge was able to find joy in Christmas again. Michael Foley is a Professor of Patristics in the Honors College at Baylor University and the author of 17 books, including Why We Kiss under the Mistletoe: Christmas Traditions Explained. Looking to know more or arrange an interview? Simply contact: Shelby Cefaratti-Bertin today.

View all posts
Powered by