San Francisco Giants Going “Black”

Recently, the San Francisco Giants hosted a “black” day for their game against the Los Angeles Angels. The theme was a play on the band Metallica and this was very evident throughout the game. Band member, Lars Ulrich, threw the first pitch while James Hetfield and Kirk Hammet sang the National Anthem. Robert Trujillo took over the mic to announce, “play ball”. This 3rd annual Metallica Day was a clear effort to target the older audience who is fans of the band.

The team wore all black uniforms and there was lots of Metallica music played during the game. The event was well advertised and drew a lot of attention from fans.

An issue that I could see arising with such an event is the use of the term “black”. Especially with all of the racial issues so prevalent in today’s society, the black community takes every opportunity that can to claim that they are being “targeted”, “ostracized” and “discriminated”. I’m sure this is not at all what the Giants marketing team had in mind when they created the event, but I can see this going all sorts of directions. Even renaming the article to something different like Going Metallica or Going Dark would be an improvement. Using ‘black’ to describe something is a very risking move in the marketing and advertising world today. Anything to avoid the use of the word black would be a step in the right direction.

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Check out the full article of the event here:


Author: sportswille

Reformed ad agency guy. Sac Kings, PGA Tour, Pebble Beach, Aspen yielded fascination with sports business. Now teach at my alma mater, University of Texas Austin: Integrated Marketing, Social Media, Business and Law and Sports Audiences. 40 year streak of single digit handicap under severe pressure.

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