Last week, I sat down with Andy Goldberg, EVP and CMO of the New York Mets, to explore the nature of marketing in sports. With over 25 years of experience driving global success for some of the world’s leading brands like American Express, GE, Brand Jordan and Levi’s, Goldberg, offered fascinating insights into the dual nature of the CMO’s role, highlighting the distinct approaches of brand and performance marketing, and how these roles play out in the context of sports.
The New York Mets Brand:
We began our conversation about the New York Mets brand. As a lifelong New Yorker myself, I’ve seen the evolution of the club from the ‘loveable losers’ of the ’70’s, to the ‘amazin’ ’86 Mets to today. Andy described the Mets as an approachable team. “Baseball is different here,” he said. “The ballpark experience, the way the players interact with the fans, all that sets our brand apart from other fan experiences.” In a surprising moment, Goldberg mentioned that he has regular discussions with his counterparts at other NL East teams. “We work together to improve the fan experience and learn from each other. We may be competitors on the field, but we’re all working together to grow the sport and the fanbase.”
From Brand to Performance:
Goldberg, who previously honed his skills in brand marketing at General Electric, has shifted his focus towards performance marketing in his current role with the Mets. “The brand work at GE is some of the best I’ve ever done and I am so proud of that,” but in the world of sports, the there is an emphasis on filling seats and ensuring high attendance at games which is performance-driven. This shift highlights the dynamic and results-oriented nature of marketing within the sports sector, where the immediate impact of marketing efforts can often be directly measured in terms of ticket sales.
The Unpredictable Product:
One of the unique challenges Goldberg highlighted in marketing a sports team is the inherently unpredictable nature of the product. Unlike most products or services, the ‘product’ in sports – the game itself – can vary dramatically from one day to the next, influenced by countless variables such as team performance, player injuries, and other unforeseen events. This unpredictability requires a flexible and adaptive marketing strategy that can respond to rapid changes and capitalize on the excitement of the unknown.
Fan-Driven Activations:
Goldberg also shared insights into recent successful marketing activities, such as the “Grimace seat” initiative, which gained momentum from the fans themselves getting behind Grimace as part of the 2024 Mets story. This fan-driven campaign underscored the importance of listening to and supporting the passions of the fan base, rather than attempting to dictate or overly influence fan activities. Goldberg’s approach emphasizes the significance of the fan experience as a holistic journey that encompasses all moments before, during, and after the game, aiming to create a memorable and valuable experience for families and fans.
Competing for Entertainment Dollars:
In discussing the broader competitive landscape, Goldberg noted that the Mets are not just competing against other sports teams for fans’ attention and loyalty, but against all forms of entertainment where people might choose to spend their discretionary income. “Especially in a tight economy, a family of four has a lot of choices to spend their entertainment dollar, and I have to ensure that an evening with The Mets will be memorable. This perspective broadens the scope of sports marketing, positioning the Mets’ brand experience as a family-friendly value proposition that seeks to stand out in a crowded entertainment market.
