Yuya Kiuchi, Ph.D.

Sports In 2011

Professional football 36%

Baseball 13%

College football 13%

Auto-racing 8%

Men’s professional basketball 5%

Men’s college basketball 5%

Hockey 5%

http://www.harrisinteractive.com/NewsRoom/HarrisPolls/tabid/447/ctl/ReadCustom%20Default/mid/1508/ArticleId/950/Default.aspx

What does baseball mean in the US?

How do we experience baseball in the US?

How is baseball framed in the US?

http://www.amazon.com/Packaging-Baseball-Marketing-Embellishes-Experience/dp/0786461322/ref=sr_1_1?ie=UTF8&qid=1364857177&sr=8-1&keywords=packaging+baseball

Baseball: America’s Pastime

http://bayouthbaseball.com/news.php?news_id=224051

Baseball and nostalgia

Throw-back days

http://news.yahoo.com/old-timers-fete-oldest-ballparks-100th-b-day-215138384--mlb.html

1. Fenway Park, Boston Red Sox,1912

2. Wrigley Field, Chicago Cubs, 1914

3. Dodger Stadium, LA Dodgers, 1962

4. Angel Stadium of Anaheim, LA Angels, 1966

5. Oakland Alameda County Coliseum, Oakland Athletics, 1968

Baseball as an American institution (pastime)

Baseball as an investment

Baseball and globalization

MLB team is worth $605M on average.

Average revenue of $212M on average.

Cable TV revenue is over $900M.

Local TV can make $1.5B via MLB

WBC◦ 2006: Japan, Cuba, S Korea

◦ 2009: Japan, S Korea, Venezuela

◦ 2013: DR, PR, Japan

MLB◦ 241/856 (28.2%) players born

outside of the US (April 1, 2013)

America’s pastime◦ Nostalgia

◦ Obsession with statistics

◦ Pastoral idealism

America’s investment◦ A lot of money

◦ Global economy

◦ Walter LaFeber’s idea about capital and culture