The Temporary Rebrand
Midland Rockhounds (Millionaires)
El Paso Chihuahuas (Desert Gators)
Visalia Rawhide (the playoff Gators)
This move is gaining serious steam in Minor League Baseball after Fresno’s successful Tacos rebrand in 2015. How successful was that? The Griz did the rebrand every Tuesday this season, with a fresh, new jersey and cap design to spice things up. This year, we also saw the aforementioned Scranton-Wilkes Barre Pierogies take the field for a night.
Again, we’re seeing an evolution beyond food. Midland’s Millionaires and El Paso’s Desert Gators were hits. While a Major League team can’t get away with this, the annual churn of zany creativity in minor league ball makes it work for farm clubs. Fans expect new things all the time. It’s part of the culture.
So, not only do you have a team rebranding itself regularly (Hurray for Taco Tuesdays!). You also have one doing it just for the postseason, which, as far as we know, hasn’t been done before. Visalia was clever about it, though, giving fans (and superstitious players) “reverse the curse” backstory that added intrigue to the team’s fourth straight Cal League playoff appearance.