“Do It Again”
“Hat cocked, can’t see his eyes, who could it be? With that new blue Yankee On, who but me?” – Jay-Z
3 Ways MLB Can Knock It Out Of The Diversity Park
Let’s start our story with…
…the Yankees, “winningest” team in Major League Baseball (MLB) . Next, top rapper and mogul Jay-Z lauding the Yankees praises in song after song, unofficially pitching their product to America and Americans for years. Click back to 7 years ago, where Jay-Z inked a co-merchandising deal with MLB, building an empire while sealing a place in the retail history Hall of Fame! This is Jay-Z, his presence is electric, exciting crowds worldwide, so much so even his “haters” have to admire not only his lyrical hustle and diversity of style, but even more his business savvy. Flowing directly from Roc-Nation came his newest creation, ARRIVE to assist startup businesses with early stage capital (hold that thought)…
“early the ROC started out as coal, now the ROC is diamonds sold”- me
Obviously the rap game is not for me (sigh…my mom held out so much hope…)
Back to baseball, America’s pastime, with MLB as the gatekeeper. MLB is no slouch! To partner with them in any way is life changing as Jay-Z experienced. Companies like Anomaly, which prides itself as one of the largest Marketing conglomerates in the world, have done so with much success and against many obstacles.
What is the Common Thread?
Achievable success and overcoming obstacles! Jay-Z and Anomaly each have partnered with MLB to achieve business success yet, there is another partner looming on the horizon…
…but success is fleeting, elusive, the bullseye is ever changing. MLB knows that well enough. In 1947 the color barrier in baseball was broken and soon thereafter the percentage of players on baseball teams that were African American exceeded the national average of African Americans in the general US population. A major achievement. Today, 70 years later those numbers have come full circle on the playing field. Some estimations have as low as only 7.7 % of African Americans on the playing field in the 2017 campaign! For all of MLB’s great strides in diversity employment, supplier relations and advancing people of color OFF the field, much work has to be done ON the field and IN the stands.
“when Jay-Z sits in the stands what does he see?, does he see someone colored like he?” – me
Okay, okay I know when to stop… (sorry mom, I will keep my day job)
MLB “on the field” is a management issue that can be resolved through awareness, guidance and existing processes already in place in the front office.
MLB “IN THE STANDS” is another matter entirely. Really, when Jay-Z sits in the stands at MLB sanctioned games and looks around, who does he see? Much has been studied and data crunched to come to some very simple conclusions, but the hardest hitting evidence as to what MLB should do is outlined in the following video, a candid, organic conversation to an untargeted, untapped sector of the population:
What is Needed for Diversity & Inclusion?
A targeted, cohesive, league-wide, approach that is long-term. It would include a business model change that is scalable, sustainable, serviceable and portable. It HAS to encompass the following:
- Create socially and emotionally engaging content to warmly welcome Women, diverse families, and millennials to games – everyone LOVES an invitation, especially to a good time!
- Satisfy Corporate Social Responsibility objectives – delivering economic, social and environmental benefits for all targeted groups to show they care!
- Imprint MLB initiatives with targeted visual content
…and look cool doing it so others involve themselves!
“Numbers don’t lie check the scoreboard” – Jay-Z
Let’s run the numbers!
Definitely, the problem is real because the solution at first glance was not so obvious! From insider information I learned there are talks at MLB where they are engaging the Team at Making A Village (M.A.V.) to provide solutions for these issues and more. With numbers like this the M.A.V. Team should easily hit one out of the park! The research was fact checked and revealed a target market that could easily put seats in the stands. Moreover it would answer the bell in the community and enhance MLB‘s image substantially within diversity and inclusion objectives.
Curiosity lead me to research M.A.V. a little closer which revealed their plans to talk directly with Anomaly and its CMO, Eric Damassa about creating a solution for MLB. This would include working with Anomaly’s Production Team for online and network broadcast TV content. There is even a VR/MR technology app that is in early stage prototype creation. Furthermore, the preeminent plan is to engage SPELMAN College to initiate the build of the front end of the application. This would convincingly reinforcing their inclusive collegiate outreach. In addition, some of their other thoughts were to contact the CMO of the NBA, Pam El, COMCASTVENTURES Kai Bond & Gil Beyda, IBM Watson and others. This looks like a rally for M.A.V. and consequently a win for MLB or any of those partnering with them.
“Now, can I get an encore? Do you want more? Cookin’ raw with the Brooklyn boy” – Jay-Z
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