A Winning Approach to Losing

How do you go to market after the worst season in history? The White Sox front office may be a case study in making the best of the worst.

The White Sox set an MLB record for losses in 2024. It was a season without a bright spot. If you're in charge of interacting with fans, what can you do besides throw up your hands in resignation? While there was little to admire on the field, the White Sox showed some impressive resilience off the field. Their marketing department executed three notable strategies to make the best of a historically lousy hand.

1. Be Real

The White Sox marketing team didn’t try to spin things. In an interview with Sports Business Journal, CMO Brooks Boyer said that the only approach was one of honesty and transparency. This commitment extended beyond words and into actions. While the season was still underway in mid-August, the team announced that season-ticket prices would be reduced by an average of 10% for the 2025 season. “We are going to be asking our fans to ride this one out with us,” said Boyer with unblinking candor, “and get in on what is the ground level — it might even be the basement, hopefully, it’s the basement.”

2. Be Smart

The Sox also devised an innovative ticketing plan to get fans back in their seats. They launched a new “Ballpark Pass” that grants buyers a ticket for all 27 home games in March, April, and May for only $125. That’s less than $5 a game. But it’s not just a pure giveaway. The pass is only limited to the early months of the season, so if the team rebounds to respectable form, they haven’t given away the season. It also sends buyers their individual tickets only 24 hours before the game, allowing the Sox to change the location of the seats depending on demand and where they want to fill in the stadium to maximize their telecast impression for the audience at home. 

3. Be Creative

The White Sox rollout of their promotional calendar in late January generated viral enthusiasm on social media. While fans might not be excited to get to the stadium earlier for a game, the giveaways have stepped up in a big way for those willing to arrive before first-pitch. A 1920s replica hoodie, a 1940s varsity sweater, and a working AM/FM radio in the shape of old Comiskey Park have generated a palpable, positive buzz around the celebration of the Sox's 125th Anniversary. 

All of these strategies won’t change an entire fanbase's mindset, but they do help keep the fun and excitement of a season alive in the unfortunate event that the on-field product wavers.  The White Sox may not be able to control the outcome on the field, but their promotional performance is among the best in the league.