Tuesday September 26, 2023
The Best Employers in Sports Survey is Now Open!

Why the Lehigh Valley IronPigs Are Courting LeBron

(Credit: Twitter.com)
Front Office Sports Today

Writer’s Strike End a Boon for Sports Networks, Agencies

We delve into the potential long-term impact of the five-month strike.
Listen Now
September 26, 2023 | Podcast
Linkedin
Copy Link
Link Copied
Link Copied

The IronPigs weren’t shy about their intentions. (Image via Twitter.com)

The Lehigh Valley IronPigs offer a case study in successful MiLB marketing, making national news recently with their latest initiative aimed at recruiting NBA great LeBron James. As you may have heard, James is set to become the most sought-after free-agent in the NBA if he chooses to opt out of his contract at the end of the season. Where he chooses to play next is going to be the biggest decision this summer since “‘Yanny’ or ‘Laurel?’”

Earlier this month, Lehigh’s Minor League Baseball team brilliantly threw their hat in the ring, unveiling a billboard with the message “Our pitch: LeBron to the IronPigs.” They also sent out a corresponding Tweet to lure the small forward to their ballclub and saw the story go absolutely viral.

Kurt Landes, President and GM of the IronPigs, couldn’t be happier with the positive response his team’s pitch to LeBron has gotten thus far.

“I’m as happy as a pig in mud. It’s who we are….goofy, creative, unique, and funny.”

This is just the latest in one of the IronPigs’ many edgy, innovative promotions that are at the crux of the team’s addictively engaging marketing strategy. During Landes’ time with the team, they’ve also held a cryptically clever, surprisingly popular “Funeral Giveaway”, and had “urinal video games” in place for three full seasons that were so popular fans at the game drank extra just so they could pee/play more. (Coincidentally, in addition to a great promotion, the urinal games were also for a good cause, as they were sponsored by a local urologist to encourage prostate health).

Want more content like this? Subscribe to our daily newsletter!

“Creativity and ingenuity came out of necessity, and just developed into [my] mindset,” Landes said of his unique approach to marketing for the IronPigs. “We like to say we’re a ‘Triple-A team with a Single-A attitude,’ meaning our club is built around being fun, light-hearted, and all about the fan.”

He went on to explain saying, “it’s this [fun] message and experience that really resonates with fans, players, and really the culture around the whole stadium.”

The IronPigs most recent execution of this strategy is the LeBron James Recruitment Campaign that was actually inspired by Landes’ own fandom. Coming from Ohio, Landes mentioned that he’s a huge fan of the Cleveland Cavaliers and LeBron, so he’s always been acutely aware of past promos and recruitment attempts NBA teams have made for the star player.

“The idea occurred-we could do the same thing, tongue in cheek, and capitalize on the element of humor and uniqueness of coming at it from a baseball angle,” said Landes.

So, the IronPigs put out their billboard and Tweet luring LeBron to Lehigh.

With the initial success of the billboard and Tweet, Lehigh’s marketing department recognized the immediate excitement and opportunity, which they’ve decided to leverage with a full-blown campaign. After the story took off nationally on Bleacher Report, Sports Illustrated, ESPN, and others, what began as somewhat of a simple idea took on a life of its own, generating into an all-out push for LeBron, which Landes is pumped about.

“Absolutely! And we have an advantage- unlike basketball, we don’t have to wait ‘till July 1st…we get a 7-week head start!”

That’s why the IronPigs have incorporated a letter challenging LeBron to ‘be like MJ’ and take a stab at professional baseball. (Michael Jordan famously tried his hand at the sport with the Chicago White-Sox Minor League team). “That’s become our ‘pitch,’ as they say, which will continue with new additions throughout the summer,” Landes said.

It’s best for MiLB as an industry to remain creative and innovative with ideas like this, but Landes mentioned it’s absolutely crucial for the IronPigs.

“Especially us- it’s the edgy, unique antics that really shapes our culture and is how our ballclub differentiates itself. We want our fans and followers to be compelled to tune in to our Twitter handle and announcements to see what’s next…from the tongue in cheek to the absolutely outlandish.”

                  LV Upping the Ante, Announcing “#LV WantsLeBron Night” (Credit: Milb.com)

This approach by the IronPigs is clearly successful, as Lehigh Valley is consistently in the top 3 in Minor League attendance. As Landes pointed out, “fans enjoy it- we’re all about being a fun, unique, light-hearted experience…with that ‘what are they gonna do next?’ persona.”

That message and approach by Landes and the IronPigs obviously resonates with the Lehigh Valley faithful, and probably wins over new fans (like this writer) every day.  

As for where Landes sees the LeBron recruitment campaign headed, he would like it to become a much broader initiative incorporating fans, players, corporate partners, and the local community.

“We’d like to make it not just about the IronPigs, but a Lehigh Valley campaign…it has the potential to have our City of Allentown really stick out on the map!”

Actually, a nearby franchise, the Philadelphia 76ers, would probably be even more eager to land the star hoopster….although Landes seemed reluctant to share.

“I guess if they asked…but the primary goal is to get him here with IronPigs baseball!”

While it may not have quite the same ring as “taking his talents to South Beach”, linking up with Lehigh would certainly bring LeBron into an incredibly fun, creative, passionate, innovative culture.

Linkedin
Copy Link
Link Copied
Link Copied

What to Read

Diamondbacks Push For Public Help To Upgrade Chase Field

MLB club seeks public-private deal to improve aging ballpark

Royals Miss Self-Imposed Deadline To Select Stadium Site

Ongoing discussions with Jackson, Clay Counties prompt timetable shift

Rays Eye Much More Stable Future With Stadium Deal

Ballpark deal ends years of relocation rumors

MLB Expansion Potentially Draws Closer With Rays Ballpark Deal

Rays' stadium deal looks to solve long-running problem for MLB
podcast thumbnail mobile
Front Office Sports Today

Writer’s Strike End a Boon for Sports Networks, Agencies

0:00
0:00

Featured Today

Rob-Manfred-MLB

Oakland-MLB Relationship Devolves Into Next-Level Toxicity

Commissioner, mayor have very different accounts of July meeting
Jacksonville Jaguars Team President Mark Lamping addressed community members at Strings Sports Brewery on Main Street for the first of 14 planned town hall sessions to present the team's plans for the new "stadium of the future" complex and address the public concerns.
September 25, 2023

Jacksonville Jaguars President Walks Back Stadium ‘Threat’

"Viewing those comments as a threat to leave Jacksonville isn't correct."
Chatri Sityodtong
September 25, 2023

ONE Championship's Quest To Challenge Rival UFC Through U.S. Expansion

Leveraging its Amazon deal, ONE Championship seeks to expand in U.S.
Savannah-Bananas
September 24, 2023

Savannah Bananas Break All The Rules To Hit The Mainstream

Team concludes 2023 tour with even-bigger plans for next year

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
Chicago
Fanatics
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations
Drew Brees smiling while wearing hat

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV's celebrity marketing campaign.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.
June 13, 2022

NBA's Latest Floating Court Hits London's River Thames

Hennessy continued their global initiative with the NBA by creating a floating court in the River Thames.
June 13, 2022

Steph Curry Is NBA's Social Media King

Steph Curry isn't only dominating on the court, he's become the king of the NBA's social and digital push.
June 7, 2022

The NBA Continues to Dominate the Social Media Space

The NBA seemingly capitalizes in the digital and social space more than most leagues. Here's some of the data from the Finals.
June 1, 2022

Golf Sponsors Dump PGA Tour Players Defecting To Rival LIV

Golf sponsors RBC and UPS have ended their deals with Dustin Johnson, Graeme McDowell and Lee Westwood over their decision to join LIV Golf.