Came upon the scene
As fresh as Listerine
Shoeless Joe From Hannibal Mo! 
--  From “Damn Yankees”

When it comes to blown opportunities, Major League Baseball’s marketing team continues to be the overwhelming leader in professional sports.  It’s not even close. The latest example of a colossal failure to take advantage of a much-needed opportunity comes Tuesday night when baseball presents its “Midsummer Classic,” the all-star game.
 

Of all the all-star games, it is generally agreed that baseball’s remains the best. Begun in 1933 to showcase Babe Ruth, the all-star game is one event in which baseball outdoes even the NFL.  In fact, the football game is such a waste of time there have been discussions about dropping it. The NBA event is so much a circus that relatively few fans pay much attention.  Baseball’s presentation remains the best. It is a great opportunity for the game to put its best foot forward – something vitally important considering that major league baseball is losing fans and being widely ignored by the younger generation.

 
The NFL and NBA have captured the favor – and dollars – of young America. Just as importantly, baseball has lost the attention of the media. The latest example came this week with the LeBronathon. On the eve of baseball’s all-star week, all you saw and heard was LeBron James.  One NBA player’s decision totally eclipsed baseball’s pennant races and its upcoming all-star game.  ESPN, which brought “The Decision” to a new level of absurdity with an hour-long special, paid little attention to baseball.  NBA marketers probably are still grinning.  At a time when it should be getting most of the sports media’s attention, baseball‘s big moment has been all but forgotten.

So now we come to the all-star game. A chance to regain the spotlight. A chance to draw the attention of young viewers.  How fortunate for baseball that it now has a player who has captured the attention of the sports world. Even the non-baseball fan, whose legions seem to be growing, has heard of Stephen Strasburg, the rookie pitcher who gained national attention while still playing in college. (And how many people actually pay any attention to college baseball players?) People were clamoring to see him pitch as soon as Washington drafted him. He is the real-life Shoeless Joe from Hannibal Mo, the character in the Broadway show, “Damn Yankees,” who leads a hapless Washington team to the World Series.

When Strasburg finally joined Washington last month, his first game was nationally televised. He didn’t disappoint. He was even better than anyone expected. Fans raved. The experts raved. Even the opposing players raved. Thus far, he has given up just over two runs a game while striking out 61 batters in 42 innings.  He’s the one player in major league baseball people would tune in to see in the all-star game.  How will this rookie do against the American League’s best? Unfortunately, we won’t know the answer to that.  He’s not on the all-star team.  We’re going to have an all-star game in California with Hollywood celebrities, a rock concert, and a home run derby, but without the one baseball player everyone is talking about.

Agreed, the arguments against including him have merit. He hasn’t really proven himself yet.  Other players with more playing time are more deserving.  He doesn’t need the added pressure. But, the pressure has yet to faze him; he has certainly proven himself thus far, and if you ask most baseball owners if they’d trade any one of their players to get him, they’d probably say yes.  And from a marketing standpoint, putting him on the mound makes all the sense in the world.  Viewers, even the young ones, would tune in.  No matter how he does, people, and the media, will talk about it. 

Baseball finally has a Shoeless Joe, but they won’t put him on stage. Who’s running that box office, anyway?