With the New York Yankees brand, the past is always present. But should the future take precedent?
Early in this season, the Yankees’ marketing near the stadium has brought the team’s historic past to the forefront. After two seasons where the souvenir cups featured current players, the new cups contain a smattering of World Series logos. Ads at the subway stops near Yankee Stadium highlight the 27 championships. Furthermore, the team has begun selling stadium-exclusive hats corresponding to each World Series win with unique details for each era.
When you think about the Yankees’ brand over the years, this makes a lot of sense.