Dodgers’ biggest Pride Night yet includes variations on exterior signage
Fans who purchase the Pride Night ticket package will receive a commemorative LGBTQ+ Dodgers jersey
The Dodgers expect their LGBTQ+ Pride Night tomorrow to be bigger than any of the previous eight iterations of their annual event. Team executives point to several contributing factors, such as a record number of ticket package sales, multiple unique gameday activations and a long list of scheduled special appearances. Additionally, the 12 corporate sponsors with signage on the exterior wall of Dodger Stadium are supporting the initiative with pride-themed updates to their signage. The Dodgers have never changed their outdoor signage in this way for a particular theme night. Dodgers executive vice president and chief marketing officer Lon Rosen, who spearheaded the Pride Night effort with senior vice president/marketing, communications and broadcast Erik Braverman, said, “It turned into an event. bigger and bigger and our sponsors over the years have said, ‘How can we get more involved?’ He added, “They all really wanted to do this. Being socially online with us is important. Many Dodgers sponsors have been present at previous editions of the annual event. For example, Bank of America packed its Pride ERG into a Dodger Stadium suite for Pride Night last year. “In the end, they all came back and reported that tonight was unlike anything they had been on and they wanted to wrap it more fully in the future,” Braverman said.
WORK ON NEW SIGNAGE: Dodgers Senior Director of Graphic Design, Ross Yoshida, worked closely on each Pride-themed design in conjunction with Dodgers corporate partners. Some, like title sponsor Blue Shield of California, endorsed a version of their signage that Yoshida and the Dodgers worked on. Other sponsors – like Coca-Cola, UCLA Health and ampm – took inspiration from the Dodgers’ design before creating their own. “It’s not just one, two or even three unique brands that have come together for this,” said Suzanne Buffington, senior marketing manager for Blue Shield of California. “We all wanted to support that and support inclusivity for the community.”
HIGHLY DEMANDED TICKETS: The Dodgers sold more than 15,000 tickets as part of their Pride Night ticket package, the most they’ve ever sold for the event. Fans who purchase the package will receive a commemorative LGBTQ+ Dodgers jersey. On the pitch, the team will wear 11-color Pride caps for the first time. A limited quantity of caps will be sold in the stores of the teams on the site. “What’s really, really important to us at the Dodgers,” Rosen said, “is that it’s not just a one-day event. It’s a 365-day event. We let’s not just do it to tick a box and say, “Hey, look what we did. This is the thing to do. This is what the Dodgers are.”
OLD DODGER TO HONOR: Following an LA Times article last June about the late Glenn Burke, MLB’s first openly gay player, the Dodgers reached out to Senior Vice President of MLB/Diversity, Equity and Inclusion Billy Bean, who had a relationship with Burke’s family. The Dodgers have a strong relationship with Bean; Braverman even joined the former Dodger to advise other teams on several DEI-related calls. With Bean’s help, more than 40 members of Burke’s family will be in attendance and honored. They will throw the first pitch of the game. Other activations include special Pride drinks served at the clubhouse bars and photo ops at Centerfield Plaza as well as appearances by Bean, former referee Dale Scott, MMA fighter Fallon Fox and others at the ceremonies. pre-game. Additionally, the Dodgers Foundation will donate 50% of the proceeds from the 50/50 raffle to the LA LGBT Center.