For the birds. (promotions for the Baltimore Orioles)

For the Birds

Special events, promotions, and sponsorships help Baltimore Orioles keep fans loyal A five-year losing streak, an antiquated stadium, and unending rumors of moving would ensure low attendance for most baseball teams. But the Baltimore Orioles finished the 1988 season with attendance figures better than those of four other American League teams, all of which had better records. More than 1.6 million fans abandoned their air-conditioned homes to swelter in the muggy Baltimore heat to watch the Orioles--almost as many as passed through the turnstiles when the Birds were pennant contenders.

The team's management credits promotions, special events, and corporate sponsorships with helping keep fan interest and ticket sales high. "We focused on the fans and the activities, not on the game itself," says Marty Conway, the Orioles' director of corporate marketing. "We took a theme park approach and encouraged people to come out for the sunshine and the comaraderie."

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