This Day On The Street
Continue to site
ADVERTISEMENT
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

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

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

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
Stocks Under $10

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

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

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
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

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

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
SYM TRADE IT LAST %CHG
AAPL $126.78 0.14%
FB $87.58 0.77%
GOOG $521.84 0.00%
TSLA $280.49 4.20%
YHOO $39.33 0.00%

Markets

DOW 17,757.91 +138.40 0.79%
S&P 500 2,077.42 +14.31 0.69%
NASDAQ 5,013.1230 +26.2560 0.53%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs