Who says tennis players live in a bubble? Here’s proof that they can appreciate other sports…
In honor of the 2013 World Series — and the media buzz that has sprung up around the “Boston Beards” — a few tennis players have sprouted their own facial decorations to show their appreciation of baseball.
In fact, tennis could take a couple of notes from the marketing spree that has surrounded the phenomenon.
Not only has Bosoton’s players’ beards helped unify the team’s run to the World Series this season, where they are currently down a game to the St. Louis Cardinals, but they turned it into a marketing bonanza.
The team’s hirsute identity took off on Twitter as the hashtags #getbeard and #fearthebeard caught fire, while the Red Sox Facebook page began promoting the beard craze during the late summer.
The #getbeard hashtag averaged 3.5 million impressions combined per day from twitter and Facebook. From September 13 to 19 there were more than 70 million combined getbeard impressions on Twitter and Facebook (50% for @RedSox and 50% organic).
Celebrities and athletes, including Eliza Dushku, Doug Flutie and Mike Timlin, tweeted #GetBeard. And there have been over 52 million media impressions and 420 story placements.
Says Adam Grossman, senior vice president of marketing for the Red Sox:
“Coming into this season people did not feel like they knew the team. The beards came to symbolize the personalities, and provided an identity and symbol for the team. We always want to compliment what is on the field and use it as organizing marketing.”
In addition, Nike quickly capitalized on their existing relationship with MLB to create shirts with images of the players beards that are being sold throughout New England. Twins Enterprises, the major retailer at Yawkey Way, sold 1,500 bearded t-shirts during game two of the Series and cannot replace inventory fast enough.
In the spirit of the occasion, here are a few pics from around the web of tennis players sporting their own “World Series Beard”…