The Red Sox Premium

The Boston Red Sox is an enduring brand, one that flourished in the 20^th century despite not winning a championship in 86 years. The organization owes that brand strength in part due to the stories about the team that have been handed down from one generation to the next. The team and the brand have become part of the culture and folklore of the city itself.

The Tampa Bay Rays on the other hand are still an emerging brand. Although the team has performed well on the field, especially more recently, the team is not yet old enough for those same types of stories to pass from one generation to the next. Rays fans who were kids when the team started in 1998, are just now beginning to have kids of their own. The Rays are still a generation away from having a large, loyal fan base and a powerful brand.

For the Red Sox, having a powerful brand means they can demand a premium for the brand. Nowhere is this more apparent that in the team’s store at JetBlue Park where the official 2016 spring training ball costs $40. Compare that to the Rays’ team store at Charlotte Sports Park where the same ball can be purchased for $25. 

The power of a brand, and perhaps even more importantly the loyalty to that brand, is something the Rays are striving towards, but likely decades away from achieving.