Game 22: Follow-Up

(Adam Hunger/Getty)
(Adam Hunger/Getty)

The best and worst thing about baseball is that they play every single day. The Yankees mounted a huge comeback for a fun and memorable win last night, and roughly 14 hours later, they’re back at it this afternoon with another game. Baseball never lets you enjoy the highs long, eh?

Anyway, the Yankees have a chance to do something today they haven’t done since August 22, 2015: have sole possession of first place in the AL East. The Yankees and Orioles are both 14-7 right now — the Yankees have a huge edge in run differential, for what it’s worth (+38 to +6) — so a win today means first place. That’d be cool. Just keep winning series though. Win series and everything will work out. Here is the Orioles’ lineup and here is the Yankees’ lineup:

  1. LF Brett Gardner
  2. 3B Chase Headley
  3. DH Matt Holliday
  4. CF Jacoby Ellsbury
  5. 2B Starlin Castro
  6. SS Didi Gregorius
  7. RF Aaron Judge
  8. 1B Greg Bird
  9. C Austin Romine
    RHP Michael Pineda

We had some pretty serious thunderstorms overnight here in New York, but it’s cleared up and the weather is fine for the game. Hot, humid, and a little cloudy. This afternoon’s game will begin a little after 1pm ET. YES will have the broadcast. Enjoy the game.

Injury Update: Gary Sanchez (biceps) threw to the bases for the first time today and everything went well. He’s on track to start his rehab assignment Tuesday with Triple-A Scranton.

Game 20: Sale vs. Tanaka

(Maddie Meyer/Getty)
(Maddie Meyer/Getty)

The Yankees have alternated wins and losses since the eight-game winning streak was snapped last week, and if they’re going to put together their first set of back-to-back wins since the streak, they’ll need to beat the best tonight. Chris Sale, Boston’s prized offseason pickup, will face the Yankees for the first time as a Red Sox this evening. He’s been phenomenal in the early going, as usual. This’ll be tough.

On the bright side, the Yankees will counter Boston’s ace with their ace tonight, at least in theory. Masahiro Tanaka has gotten progressively better each time out this season, though he doesn’t seem to be all the way back to his 2016 form just yet. The Yankees will need Tanaka to be on top of his game tonight against Sale. It’s the old Pedro Martinez approach. Match zeroes with Sale then beat the bullpen. Here is the Red Sox’s lineup and here is the Yankees’ lineup:

  1. CF Jacoby Ellsbury
  2. LF Aaron Hicks
  3. 3B Chase Headley
  4. DH Matt Holliday
  5. 2B Starlin Castro
  6. RF Aaron Judge
  7. 1B Chris Carter
  8. C Austin Romine
  9. SS Ronald Torreyes
    RHP Masahiro Tanaka

Better weather tonight than last night in Boston. It’s still cold and cloudy, but it shouldn’t be foggy or wet. Tonight’s game will begin shortly after 7pm ET. You can watch on YES locally and MLB Network nationally. Enjoy the game.

Injury Update: Didi Gregorius (shoulder) will be activated off the disabled list tomorrow. Hooray for that … Gary Sanchez (biceps) will begin a minor league rehab assignment next week, likely with Triple-A Scranton next Tuesday, Brian Cashman said. Hooray for that too. Hoorays all around.

Game 19: Measuring Stick?

(Justin K. Aller/Getty)
(Justin K. Aller/Getty)

The Yankees are off to a nice little 11-7 start to the season — their +30 run differential is still the best in baseball — and they’ve done it while getting basically nothing from Gary Sanchez, Greg Bird, and Didi Gregorius. I’m excited to see this team at full strength. I don’t know if they’re good enough to make the postseason, but at least they’re far more interesting to watch nowadays.

Anyway, rain turned this three-game series at Fenway Park into a two-game series, and because this is Yankees-Red Sox, everything is overblown. I’ve seen this series called a measuring stick for the Yankees. These two games against the AL East favorite will tell us whether they’re for real or not! I mean, no? One series doesn’t mean a whole lot in the grand scheme of things, but still, it sure would be nice to pick up a pair of wins in Boston. One game at a time though. Here is the Red Sox’s lineup and here is the Yankees’ lineup:

  1. LF Brett Gardner
  2. 3B Chase Headley
  3. DH Matt Holliday
  4. CF Jacoby Ellsbury
  5. 2B Starlin Castro
  6. RF Aaron Judgehow about a couple homers to celebrate his 25th birthday?
  7. 1B Greg Bird
  8. C Austin Romine
  9. SS Ronald Torreyes
    RHP Luis Severino

The weather still isn’t great in Beantown. It was raining on and off all day, though it looks as though there will be a big enough window to get the game in. It’ll be cold and cloudy in the meantime. This evening’s game will begin a little after 7pm ET. You can watch on YES locally and ESPN nationally. Enjoy.

Injury Updates: Didi Gregorius (shoulder) is on track to return this coming weekend, Joe Girardi said. He could be back in the lineup as soon as Friday. I’m guessing the Yankees want to see how he makes it through his rehab games tonight and tomorrow before making any decisions … Gary Sanchez (biceps) is throwing from a distance of 120 feet and has started hitting in the batting cage, so his rehab is coming along well.

Game 17: Still no DH

(Justin K. Aller/Getty)
(Justin K. Aller/Getty)

Four days ago the Yankees lost to the White Sox to snap their eight-game winning streak. They rebounded the next day with a blowout win. Last night the Yankees dropped the series opener to the Pirates due in part to some sloppy defense. How will they rebound today? Hopefully with another blowout win. That’ll be tough with no designated hitter, but whatever. It’s doable.

Anyway, the point is the Yankees have played well the last two weeks or so, and losses happen. Making sure a loss is just a loss and not the start of the losing streak is pretty damn important if the Yankees, who currently have the fifth best postseason odds in the AL, are going to sneak into the playoffs. Just keep winning series. Keep winning series and good things will happen. Here is the Pirates’ lineup and here is the Yankees’ lineup:

  1. CF Jacoby Ellsbury
  2. LF Aaron Hicks
  3. 3B Chase Headley
  4. 2B Starlin Castro
  5. RF Aaron Judge
  6. 1B Greg Bird
  7. C Austin Romine
  8. SS Ronald Torreyes
  9. RHP Michael Pineda

Not a great weather day in Pittsburgh. It’s cold and cloudy, and there might be some on and off rain throughout the game. Today’s game will begin at 4:05pm ET and you can watch on WPIX. Enjoy.

Injury Update: Gary Sanchez (biceps) continues to make progress with his rehab. He made 25 throws from 60 feet and another 25 from 90 feet today. Sanchez was also scheduled to hit off a tee for the first time at some point today. He’s been taking dry swings. Now he’ll hit an actual baseball.

Marketing the Yankees’ present with the past and the future

(Steven Tydings/River Ave. Blues)
(Steven Tydings/River Ave. Blues)

With the New York Yankees brand, the past is always present. But should the future take precedent?

Early in this season, the Yankees’ marketing near the stadium has brought the team’s historic past to the forefront. After two seasons where the souvenir cups featured current players, the new cups contain a smattering of World Series logos. Ads at the subway stops near Yankee Stadium highlight the 27 championships. Furthermore, the team has begun selling stadium-exclusive hats corresponding to each World Series win with unique details for each era.

When you think about the Yankees’ brand over the years, this makes a lot of sense. The brand has always been built upon a winning atmosphere. With a ridiculous number of championships has come an overwhelming number of fans scattered across the country but concentrated especially in New York. There is little doubt which is the No. 1 baseball team in the hearts of most New Yorkers.

And diehard fans identify with this sense of winning. They even demand it. They come to the park both due to a connection to the past and an expectation the current product will live up to the established expectations. But the diehard fans make up the 25-30 thousand spectators that will come to the park rain or shine, win or lose, championship or no.

So at least part of any marketing campaign each season needs to be focused on how to bring in the casual fan. The one who could live with themselves if they don’t make it to Yankee Stadium each year, let alone every month or game. Beyond simply going to the stadium, these are the fans that may only follow and watch the team a little, paying extra attention if the team is winning.

Does an appeal to a past filled with winning work on these casual fans? This, after all, is what the brand already is, so you’re emphasizing what you already have and not extending the brand. That isn’t a bad thing. Extending a brand further can dilute it and the accentuation on championships makes plenty of sense from a marketing perspective. However, I don’t know if this brings that extra 10-20K to the stadium. This is because I am a Yankees and baseball junkie and far from a casual fan.

The way I tried thinking about this was from the perspective of a Yankee fan considering a trip to Citi Field. I am not a Mets fan by any means, but if I’m in the city and the Mets are the only game in town, I’ll certainly consider it. I don’t think an appeal to the Mets’ past would get me to the stadium, but they don’t have the same past as the Yankees, making this an unfair comparison. A general Mets advertisement would make me consider the ride to Citi Field when I otherwise wasn’t considering it, but I would need something more to get me there.

In the recent past, that something extra has been the Mets’ pitching. I can say definitively that I went to Citi Field with the express purpose of seeing Matt Harvey in 2015. By that time, he was no longer a rookie or burgeoning star but a more established part of the team well into his third big league season.

But my trip to see Harvey made me think that maybe a marketing push around exciting young talent could work better than an appeal to nostalgia.

The Yankees don’t have the established talent of the Mets’ rotation right now or the flashy everyday veteran star of a Yoenis Cespedes. What they do have is some of the most exciting young position players who could potentially man the middle of the lineup for the next decade. For a baseball fan, that’s an exciting proposition. For a Yankee fan, even a casual one, that should be even more appealing, the chance to ostensibly get in on the ground floor of a new Yankee evolution.

(Getty Images)
(Getty Images)

So a marketing push behind, let’s say, Gary Sanchez, Aaron Judge and Greg Bird could set you up for the future. The team already utilizes their breakout potential in some YES ads and it’s not like they’re absent from the Yankees’ marketing materials. However, if you further establish the star power of those young players, it can help you down the road if they’re everything they’re made up to be. It would create a connection with fans, including the non-consistent ballpark goers, that you can play off of for years. It could potentially be the same as connecting fans with Mariano Rivera and Derek Jeter in 1996 and riding that all the way to 2014 and beyond.

But this can really backfire, too. I go back to the Harvey example. He was dreadful last year and that can create a bad taste in fan’s mouths. Or what about the ill-fated Dan & Dave Reebok commercials from before the 1992 Olympics. Relying on unestablished athletes can blow up in your face. What if the first baseman you’re advertising heavily starts the year 1 for 20? Or your catcher of the future injures his arm and is out for a month? Not many people are going to be excited about a cup or t-shirt of a player who appears to be a marginal talent.

So there are easy reasons not to go all-in on the youth movement. The risk is high despite the potential reward and the possible reality that youth talent may bring more casual fans to the park. Still, it’s not hard to imagine a near future with a slightly more than life-sized billboard of Aaron Judge dominating Time’s Square. With the dad jokes aside, the future of Yankees’ marketing seems to be on the current team, but the past may be the best present for now.

Game 15: Time to start a new winning streak

(Elsa/Getty)
(Elsa/Getty)

All good things must come to an end, and last night the Yankees saw their eight-game winning streak end with a bit of a whimper. They were bound to lose at some point. That’s fine. It happens. The important thing is making sure one loss doesn’t spiral into a losing streak. Beat the White Sox tonight, get the series win, then go out on the road and start another winning streak.

Tonight’s starter, Masahiro Tanaka, showed some signs of rounding back into form last time out, and it sure would be cool to see him get all the way back on track tonight. The rotation has been pretty excellent the last week and a half. Tanaka being Tanaka would make me a feel much better about the pitching staff going forward. I like what I’ve seen from Michael Pineda and Luis Severino of late, but I’m not buying in all the way just yet. Here is the White Sox’s lineup and here is the Yankees’ lineup:

  1. LF Brett Gardner
  2. 3B Chase Headley
  3. DH Matt Holliday
  4. CF Jacoby Ellsbury
  5. 2B Starlin Castro
  6. RF Aaron Judge
  7. 1B Greg Bird
  8. C Austin Romine
  9. SS Ronald Torreyes
    RHP Masahiro Tanaka

Pretty yucky weather in New York today. It’s cold, cloudy, and windy, and there’s a whole bunch of rain in the forecast. The internet says the heavy stuff won’t arrive until 9pm ET or so, but once it starts, it’s not supposed to stop until the middle of tomorrow morning. So play fast and make sure you have the lead after five innings tonight, fellas. Tonight’s game will begin a little after 7pm ET and you can watch on WPIX. First WPIX game of the season, right? I think so. Enjoy the game.

Injury Update: Gary Sanchez (biceps) played catch and swung a bat two-handed for the first time today. He made 25 tosses from 50-75 feet and also took 25 dry swings. Joe Girardi said Sanchez has been catching five or six inning simulated games from a pitching machine as well.

Game 14: Severino’s turn to keep the winning streak alive

(Elsa/Getty)
(Elsa/Getty)

The winning streak sits at eight games, and tonight the Yankees will turn to the youngest player on their 25-man roster to try to extend it to nine. It’s easy to forget Luis Severino is still so young, isn’t it? He turned only 23 in February. The second youngest player on the 25-man roster is Jonathan Holder. He’s eight and a half months older than Severino. Crazy.

Anyway, Severino has looked pretty good in his first two starts this season. Certainly better than he looked at any point last year. It’s hard to overstate his importance to the Yankees going forward. They have little in the way of established pitching under contractual control beyond this season, and Severino has by far the highest upside among their healthy pitchers. Hopefully he continues to make strides tonight. Here is the White Sox’s lineup and here is the Yankees’ lineup:

  1. LF Brett Gardner
  2. CF Jacoby Ellsbury
  3. DH Matt Holliday
  4. 2B Starlin Castro
  5. RF Aaron Judge
  6. 1B Greg Bird
  7. C Austin Romine
  8. 3B Ronald Torreyes
  9. SS Pete Kozma
    RHP Luis Severino

It is on the chilly side in New York this evening, but at least the sky is clear. Typical April baseball weather. Tonight’s game will begin at 7:05pm ET and you can watch on YES locally and MLB Network nationally. Enjoy the game.

Injury Updates: Didi Gregorius (shoulder) took simulated at-bats today and he is scheduled to begin a minor league rehab assignment with High-A Tampa on Friday … Gary Sanchez (biceps) is swinging a bat using his left hand only. He is expected to begin throwing this week, perhaps as soon as tomorrow.