The Cleveland Guardians are bringing Ohio’s college campuses – and, the team hopes, the buying power of their students and alumni – to Progressive Field.
The baseball team is hosting nine universities for “theme nights” at the ballpark this season. Events with Ohio, Walsh, and Cleveland State universities, along with the University of Akron, remain on the team’s schedule.
Tickets purchased through a special section of the Guardians’ website get attendees access to a private pregame event. Those fans will also receive some type of special co-branded merchandise – as supplies last, the team’s website stresses. For most of these games, the swag is a Guardians baseball hat featuring both the team logo and a university’s logo.
Guardians’ Assistant Director of Ticket Sales Jackie Plys called these events a “win-win.” It gives colleges a chance to bring together students, alumni and other supporters in a fun off-campus environment.
The team, meanwhile, gets to be in front of potential new fans – especially younger generations that might not otherwise go to a game on their own, she said.
“If they’ve never been here before, and they see that space, the excitement, the thrill of the game, and everything that’s going on, I think that they have a great time and they want to come back,” she said of attendees.
That could help the Guardians’ bottom line, too. ESPN reports the club currently ranks 22nd out of 30 Major League Baseball teams in attendance amid its 46-49 season.
University of Akron student group to earn $2 to $3 per ticket
These partnerships started back in 2017, according to Plys. She said Ohio State is the biggest draw, typically bringing in between 1,200 to 1,500 attendees at those events each season.
Guardians officials declined to comment on what the financial split looks like between the team and colleges. But leaders at the University of Akron did give Signal Ohio details ahead of the university’s Sept. 14 event with the team.
No contracts exist between the Guardians and the university. But in addition to giving the university a chance to bring community members together, it will also serve as a fundraiser for UA’s Sport Analytics and Business Association student group.
Those students will take a role in promoting the event, giving them “practical experience in the areas of marketing, sales, event operations, etc,” university spokesperson Cristine Boyd said in an email. UA’s alumni office helps spread the word about the game, too.
The Guardians will give the student sports group about $2 to $3 for every ticket they sell, according to UA officials. Current starting ticket prices for the matchup against the Chicago White Sox are listed online for about $53.
Guardians, Browns both have other partnerships with Ohio colleges
These events aren’t the Guardians’ only connection with Northeast Ohio universities.
The team owner, chairman, and chief executive, Paul Dolan, is a member of the Cleveland State Board of Trustees. Last month, that university announced it was forming a “strategic partnership” with the team.
It’ll include internship opportunities with the Guardians for students as well as “community outreach initiatives,” such as classroom lectures and event appearances, according to a news release.
That alliance seems similar to one the University of Akron made to become the “official university partner” of the Cleveland Browns.
Signal Akron reported last year that UA is shelling out $1.36 million over four years – plus more if the Browns make the playoffs – for that title.
The team has already had a role in three separate, related classes at UA, including “Materials Science of Football” and “Business of the Browns.” Plus, the deal gives UA both in-game and online marketing opportunities with the football team.
