Major League Baseball’s concept of hosting a baseball game at a speedway was a swing and a miss. From the time of the announcement last August to the execution of the event, MLB took a step or two too far to bring Major League Baseball to a market that doesn’t house it.
What was billed as a once-in-a-lifetime experience was full of inexcusable moments, as one of the four major sports in the country had flaws all over in its execution. Extremely long lines, food shortages, odd choices for outside entertainment, and of course, rain postponing the Saturday night event to a Sunday.
If Major League Baseball was looking for a ‘Field of Dreams’ moment, the result was a nightmare.
When MLB announced the Speedway Classic, Commissioner Rob Manfred had high hopes for the challenge. He wanted to celebrate the game of baseball with a wide array of fans, both on and off the field throughout the weekend. The goal was to highlight the rich tradition of sports, music, and community in Tennessee and across the region.
Was Tennessee the Right Choice by MLB?
In fact, MLB has never played a game in the state of Tennessee. The town of Bristol, Tennessee doesn’t have much baseball history. The only sport the town caters to is NASCAR, hosting events since 1961. In fact, there are only four minor league affiliates in the state of Tennessee.
There is hardly a rich baseball history for MLB to dive into. So why did baseball step up to the plate in the first place?
Looking at MLB’s counterparts, there is a lesson to be learned here.
The NHL has held the Winter Classic annually since 2008. The annual event brings in massive ticket sales and high viewership as the event is presented as a throwback to “pond hockey” and how the game is played differently outdoors.
Instead of taking a home game away from the home team, they place the game in the same market as the home team. It captures the hometown feel and provides a celebration of the sport in NHL markets, providing a once-in-a-lifetime experience.
The NFL flexes its power by taking away home games from teams to go international. While it would be unfair to compare what football does to what baseball attempted, the NFL ensures that their international games are weeklong events. Teams spend the week taking in the town, attending events, and treating the game much like a Super Bowl-type contest.
Baseball Missed To Meet the Moment
Where MLB failed with the concept was in the idea. Baseball tried to insert influence into a market and state that doesn’t appeal to the sport. Ticket sales were good at over 85,000. Using the influence of the Cincinnati Reds (307 miles from Bristol) and Atlanta Braves (278 miles from Bristol) were the only options for a matchup.
Placing a baseball stadium into the infield of a speedway didn’t provide great sightlines. Most of the paying public were placed high above the field of play and separated by not only the track itself but also the protective fence towering over the lower end of the stands.
You should never need to use a pair of binoculars at a baseball game compared to their use during a NASCAR event.
For television purposes, there were no outfield stands for home runs and fly balls to capture the feel of what traditional baseball feels like.
There was pre-game entertainment from Tim McGraw and Pitbull. Why? Because nothing speaks to the culture of music in Tennessee like Tim McGraw and Mr. 305.
Social media was flooded with fans disgusted by food shortages and long lines. Thousands of pictures of hot dogs with no buns and nachos with no cheese.
Fox Sports Wasn’t Ready for the Rain
Then there was FOX Sports having to cover time during an over three-hour rain delay. Interviews with NASCAR drivers in the broadcast booth. Ken Rosenthal hopping from dugout to dugout talking to players about the spectacle of a game that’s not being played. David Ortiz buying wet fans escaping the downpour drinks at the bar.
A night wrapped up with the network not announcing that the game had been postponed, even when there were signs and graphics all over their presentation saying so.
The kicker of all of this is that this was just for one game. The Reds and Braves played a Friday afternoon game only to travel to Bristol late Friday night, only to play a single game on a Saturday night, then have Sunday off to travel to their next destination.
It’s a plain fact that baseball and FOX Sports were not prepared for everything that could happen when it did happen. Baseball organized this event for ticket sales and not influence. FOX Sports didn’t prepare enough for what happened.
Where was Commissioner Rob Manfred in all of this? Why wasn’t he front and center on a night that he is responsible for? Why did he allow officials to wait nearly three hours before postponing the game when the league planned for a Sunday makeup date when the game was announced?
The game was eventually played a day later.
Was This A Success?
Will Rob Manfred look past the number of tickets sold and judge the success by the experience of the event? Probably not. Baseball will find a way to spin this into a positive and lead off with the ticket sales for the event.
Baseball swung, missed, and will still consider this massive strikeout a home run. Or maybe stretching a single into a double at the very least.
In the end, however, the MLB Speedway Classic was a classic case of not meeting the moment for Major League Baseball and FOX Sports. Poor targeting, poor planning, and poor execution don’t lead to experiences that have a lasting impression on generations to come.
Hardly a ‘Field of Dreams’ moment.
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John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
