This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Why Craft Beer at the Ballgame Is a Big Deal

PORTLAND, Ore. ( TheStreet) -- The Kansas City Royals are not a great team, and for that their beer-loving fans should be grateful.

The team has had three winning seasons in the past 20 years and hasn't made the playoffs since 1985. It's produced great talents such as Johnny Damon, Carlos Beltran and Zack Greinke, who all left town when it was time to seek a bigger payday. Thus, when 2012 came around and the franchise hosted the All-Star Game despite not putting up playoff bunting since the Reagan administration, baseball fans who hadn't peered into Kaufmann Stadium in a while got a bit of a surprise when they saw the billboards surrounding the midsummer classic.

Multinational brewers SABMiller (SAB) and MolsonCoors (TAP) decided to merge their U.S. operations into MillerCoors in 2008 and reduce the number of big breweries competing for Major League Baseball sponsorship space. After Missouri's Anheuser-Busch (BUD) was bought by Belgian beer giant InBev in 2009, the new company started cutting back the amount it was willing to pay teams for sponsorship rights. Sensing it had to do something to stave off a loss in revenue, the Royals offered a little more leeway to their beer sponsors and were able to land Kansas City's own Boulevard Brewing.

This season, Boulevard's beer is all over the stadium. The brewer has a huge Budweiser- or Coors-sized sign in left field, two Boulevard Grill locations in the stadium and beer vendors with backpack-mounted kegs of Unfiltered Wheat Beer that they pour when they reach a customer's row. While it's nice that more Major League Baseball stadiums are carrying beers made by small, local brewers, a deal such as the one that exists between Boulevard and the Royals is a step toward restoring the natural order of beer-and-baseball partnerships that was broken decades ago.

For those unaware of the longstanding ties between baseball and beer, consider that brewers' names grace the facades of three Major League Baseball stadiums: The Cardinals' Busch Stadium in St. Louis, the Colorado Rockies' Coors Field in Denver and the Brewers' Miller Park in Milwaukee. The number of facilities named after brewing companies among other major league sports: Zero.

As big a presence as beer has in baseball now, its ties to the game used to be much tighter. Across the country, teams were inextricably tied to local breweries through stadium signs, sponsorships and early baseball broadcasts. In Boston, Narragansett Beer sponsored Braves and Red Sox broadcasts, put Red Sox legend Ted Williams in its ads and featured game announcers Jim Britt and Curt Gowdy espousing the merits of 'the "straight from the barrel taste" of 'Gansett. Newark, N.J.-based Ballantine Brewery sponsored longtime Yankees announcer Mel Allen, who labeled each Yankees home run a "Ballantine Blast."

1 of 2

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 18,053.71 +23.50 0.13%
S&P 500 2,088.77 +6.89 0.33%
NASDAQ 4,806.8590 +33.3870 0.70%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs