The San Francisco Giants and KNBR are pouring out a frosty promotion. Moreover, one which originated from KNBR morning show Murph & Markus. Team CEO Larry Baer confirmed a beer special for a Wednesday’s home game against the Minnesota Twins with prices matching KNBR’s radio signals.
What We Know: The Giants host the Twins on Wednesday, September 23, at Oracle Park. KNBR and the Giants will run a beer special that afternoon. Moreover, KNBR serves as the Giants’ longtime radio broadcast partner. Murph & Markus first pitched the promotion to Baer earlier this season to team CEO Larry Baer. After many months, Baer confirmed that the organization has signed off on the concept. That afternoon, Coors Lights will be $6.80 while Corona beers will be $10.45 in honor of KNBR’s AM and FM signal.
What They Said: (All quotes from KNBR):
San Francisco Giants CEO Larry Baer announces KNBR Beer Night: “We have breaking news. Halt the halt the presses. Fan Appreciation Weekend is Friday, Saturday, Sunday against the Dodgers, 25th, 26th, 27th. We are going to usher in fan appreciation weekend on September 23 with the KNBR special.”
San Francisco Giants CEO Larry Baer credits KNBR’s Murph & Markus for the idea: “You had a good strategy, guys. I got to say, you guys are no dummies. I mean, you started on opening day with the commissioner pushing this. You had the mayor, the commissioner. Did you have the Pope on board?”
Brian Murphy thanking Baer for the opportunity: “I know asking a Major League Baseball team or any professional sports franchise to reduce prices is a big ask. I get it. We all like money. It’s like you saying to me, “Hey, Murph, you want to take a pay cut? Hey, Marcus, you want to take a pay cut?” Nobody’s looking to take a pay cut. But what we’re looking for is maybe a just a reasonable, harmonious gesture in a tough season. I think you guys have done that once again. I’m going to applaud this, Larry. It’s tremendous.”
What Remains Unclear: Official details on access points for the special are unknown. Also, KNBR’s broadcast plans that afternoon have not been fully revealed.
What It Means: Moreover, the deal deepens ties between the Giants and their flagship radio partner. Despite reports that the relationship between the two are at odds with one another. In addition, it rewards fans amid a tough season, as Murphy noted. It also shows local media pitches can shape real ballpark promotions. If turnout impresses, it possibly could turn into more events where the two parties work in concert to drive more fans through the turnstiles.
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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.