Originally published January 23, 2019; updated January 10, 2025.
The St. Louis Cardinals aren’t just another local sports team, they’re a historic part of the community and as a local business, associating your brand with the Cardinals and their iconic team is a great sports marketing strategy.
In this blog we’ll talk about how to associate your brand with a professional sports team like the Cardinals, and discuss eight reasons why doing so can make a major impact on your marketing ROI.
1. Sports Coverage on the Radio
In today's sports-loving world, 28.65 million people say they listened to a Major League Baseball event on the radio. People constantly consume Cardinals radio coverage before, during, and after the games. This is especially true for people when they’re driving in their cars. Radio has also historically been linked to baseball, and you’ll even see people at the games listening to the radio on their headsets. From a marketing standpoint, you’ll be able to reach this large, massively engaged audience. You can then use this to your benefit by driving traffic to your website and social media pages by promoting engagement with a social media hashtag or asking fans to share pictures of their favorite moments of the game.
2. Cardinals Fans Are Mobile
Mobile technology gives you constant access to sports information on your phone. Fans can now view big plays, video recaps, and scores on the go. Not to mention how sports fans can use social media to engage with their favorite teams and players. Sports fans love mobile for these reasons, which is another indicator of why radio is a great place to meet them. Radio is just as mobile as the fans are. While Cardinals fans can’t always be in front of a television, they CAN always follow their team on the radio.
3. Community Involvement
The Cardinals have always been very involved in and supportive of the community, and attaching your company to them will prove your brand is local in the eyes of consumers. The Cardinals have long been great supporters of charities, and people love to support businesses that are part of the local community. Among the many charitable causes the Cardinals support are the “Doin’ it Right” program to help students achieve their life goals and “4 A Greener Game” to promote recycling and sustainability.
4. Cardinals Fans Are Social
Like most sports fans, Cardinals fans are social and love engaging with their home teams online. Your business can piggyback on this momentum to promote your products or services. Some of the most successful social media sports marketing campaigns focus on fan appreciation. For example, you could advertise on the radio a “thank you for reaching __ amount of Facebook followers” for your business during the Cardinals games, thanking not just your customers but also Cardinals fans.
5. Cardinals Games Are a Family-Friendly Experience
Attending a Cardinals game is a fun, family-friendly experience that creates lasting memories and positive associations with your brand. As a cherished St. Louis tradition, Cardinals games bring together kids, parents, and grandparents, making them a unique opportunity to connect with multiple generations. Partnering with the Cardinals positions your brand as family-oriented and community-focused. Show your support for a beloved local team while building meaningful connections with fans of all ages.
6. Baseball Attracts a Wide Demographic
The beauty of baseball lies in its ability to appeal to a diverse range of socioeconomic groups. Fans can choose to splurge on premium seating behind home plate or private boxes, or opt for more affordable bleacher or upper-deck tickets. This creates a unique marketing opportunity, allowing you to connect with a broad audience through a single ad or campaign. Whether you're targeting high-income professionals or budget-conscious families, baseball's wide-reaching appeal ensures your message resonates with varied demographics. It’s a rare chance to unify different audiences under one shared passion for the game.
7. Big Games, Big Names, & Big Loyalty
Nothing rallies a community like a winning team or the buzz of a big game against a top opponent. Whether it’s the thrill of playing fierce rivals or celebrating standout performances from current stars and legendary former players, these moments stick with fans for years. But what truly sets sports fans apart is their loyalty, even when the team doesn’t win. The highs of victory are unforgettable, but the lows of defeat often strengthen the bond between fans and their team. For fans, supporting their team isn’t just about wins and losses—it’s about identity, pride, and belonging. They stick by their team through tough seasons, bad calls, and rebuilding phases because being a fan is about more than the scoreboard. This unwavering loyalty is a powerful opportunity for brands. By associating with these passionate communities, your brand not only aligns itself with the excitement of big games but also with the enduring spirit of the fanbase itself. Win or lose, fans remain engaged—and when your brand becomes part of that story, it creates a relationship that lasts far beyond the final inning.
8. Building Brand Awareness
Advertising with Zimmer and the Cardinals during the season gives you the chance to align your business with one of the most powerful and recognized brands in professional sports. By partnering with us, you’ll position your brand in front of a passionate community of fans, creating a positive and localized connection. This consistent exposure ensures your message resonates with the audience, building trust and recognition while enhancing your brand's presence in the community.
So there you have it, eight ways that associating your brand with the St. Louis Cardinals can get you a bigger bang for your marketing buck. Now that you know how to associate your brand with a professional sports team, like the Cardinals, both on the radio and online, you’ll be able to see the impact on your ROI in no time.
Do you have any favorite or memorable ads or sports marketing campaigns associated with the Cardinals? Feel free to let us know in the comments!
