Claws and Antlers: A Unique Marketing Strategy for Baseball

In terms of marketing a team to the fans I think it is important to develop a quirky team identity. You must develop something that is unique to your team so that the fan base can participate in; create something that shows off the personality of the team and affords the fans a chance to feel like they are contributing to the team’s success. Developing a quirky identity that comes from the grassroots level (players) can allow the fans to become a part of the team as they cheer their favorite player to victory. A great example of a player developed initiative can be found in the sport of baseball.

In 2010, the Texas Rangers began the first of what would be two postseason runs that culminated in World Series appearances. During the regular season, fans began to notice something the players were doing as part of a celebration of good plays, either by themselves or their teammates. That something they noticed was the “Claw and Antler” hand signals that would later, thanks to their deep playoff run, become nationally known.

 

The signals actually began at the AAA level with Estaban German while he was with the Oklahoma City Redhawks, the Rangers AAA affiliate at the time. The “claw” was made by to look like an “air” high five that could be given to a teammate from a distance. It was supposedly brought to the major league level by Nelson Cruz, a close friend of German. When a Texas hitter did something at the plate, such as get a hit, he would then give a “claw” hand signal to the other Texas players in the dugout. The “Antlers” were inspired by a trophy buck that hung above the locker of star outfielder Josh Hamilton. This signal was sent out when a nice play involving speed was performed, such as running down a long flyball or stealing a base. It was a way of congratulating teammates from a long distance.

 

The fans took notice. They began emulating these hand signals with the team and it continued to grow. Initially, the shirts were strictly for the players and team personnel, but Richard “Hoggy” Price, the Rangers equipment and home clubhouse manager convinced them to create a shirt to sell to the public. Foam “claw” fingers and foam “antler” hats were created for fans. This not only helped create tens of thousands of extra money in revenue, but it also allowed fans to identify with each other and the players. The team even used a “claw and antler” cam used to showcase fans on the video board doing their best “claw and antler” impressions in between innings.  It helped create a great atmosphere at their home park, unlike anywhere else. Songs and video were also made about it, including one by Randy Phillips and Canton Jones. Soon other teams were creating their own signals and motions including one called “Beastmode” used by the Milwaukee Brewers. It was created by Prince Fielder after seeing his kids mimic some of the characters off of the Monsters, Inc movie.

 

According to the Ft. Worth Star Telegram, the Rangers had sold over 360,000 units by the end of the season, making it the highest-selling specialty t-shirt in all of 2010. Howard Smith, MLB Senior VP/Licensing said that “No single item approached the ‘Claw and Antler’ shirt” and that “Rangers merchandise sales were extraordinary.” Claw and Antler merchandise continued to sell even after the Rangers lost in 5 games in the World Series as lines were reported 20 to 30 people deep the days following their elimination.

 

Yes, it is true that most of these movements begin as a “grassroots” movement pushed mostly by the fans, but it is critical for the program or team do everything it can to help it grow. The advantages that can be gained from embracing such movements can be see not only in performance, but can also have financial benefits to the program as it can boost attendance, extend the fan base, and provide additional opportunities for merchandise that can be purchased.