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The Chicago Cubs Business Analysis

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• Less drastic revenue declines when the team loses Once as team has established a fan base they are able to reap the benefits of brand equity. The first example of a benefit of brand equity is the “less drastic revenue declines when the team loses.” In Major League Baseball the team, The Chicago Cubs is a great example of this. Until last week the Cubs hadn’t won a world series in over 100 years, yet regularly sell out their home stadium (of Wrigley Field) most games. The fact that the Cubs have such loyal and devoted fans plays a huge role in the fact that the field is packed every game. “ In the 2012 season the cubs: won 61 games, lost 101 games and still hosted nearly 2.9 million fans at Wrigley Field” (marketing Book). A team the …show more content…

As of 2011-2013 the Chicago Cubs had the third most expensive ticket price in the MLB league. The Cubs in third with a ticket price was $46.30, in first was the Boston Red Sox with $53.38 and the New York Yankees in Second with $51.55. The Cubs were able to maintain a competitive ticket price despite the fact that they don’t have the winning record is because people are purchasing tickets to the games based on the iconic experience. A home game at Wrigley Field is unique to other teams home games because Wrigley Field itself is iconic, old and well preserved. Wrigley field opened in 1914 and the true charm of old baseball in the USA still shines through in the …show more content…

The Cubs have been able to establish these opportunities for themselves by taking their existing and established brand (The Cubs) and sponsoring or giving naming rights to other events and establishments that they represent. The first example of this this The Cubs Store, which a retail and general Cubs spirit gear. This store is located on the Wrigley Fields grounds and is sponsored by The Cubs brand. Another example of this is an event that is sponsored by The Cubs Brand every year, treat or treating in the Southport area of Chicago. The event is family friendly, which fits the Chicago cubs brand and features activities such as treat or treating, art games, a beer garden, a pop-up pumpkin patch, a photo booth and so much more. This trick or treating event qualifies as a licensing and merchandising opportunity because The Cubs are proud to be very family friendly and embrace fans of all ages. This event does a wonderful job of getting The Cubs brand out in the community and in the public eye. Through this people are able to see the good that The Cubs are doing to give back to the community though this event

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