Landscape Analysis: A New Era for Baltimore

Baltimore, Maryland, is a city that is known for its rich culture - whether that be through its food, history or successful sports franchises. Yet, a market remains untapped. There is a lack of professional basketball in Baltimore, which causes the problem of locals having to look towards Washington D.C. or elsewhere for their NBA team of choice. While the city boasts successful NFL and MLB franchises with the Orioles and Ravens, it lacks an NBA team to unify its diverse and passionate fanbase year-round. My proposal introduces the Baltimore Blaze, a new NBA team that will harness Baltimore's dynamic energy and provide residents with a new and exciting source of entertainment. Positioned at a strong Designated Market Area (DMA) of #29 according to 2023-2024 Neilsen rankings, along with ranking #14 for the Television Market Areas (TMAs), The Blaze has the opportunity to capitalize on Baltimore’s strategic location, vibrant economy, and supportive community to fill a vital niche in the city’s sports landscape. The Baltimore Blaze will enhance the city’s economy by creating jobs, attracting tourism, and fostering civic pride. By collaborating with stakeholders, cultivating relationships with media organizations, and engaging fans through targeted outreach, The Blaze will establish itself as a cornerstone of Baltimore’s sports identity. This paper outlines The Blaze’s strategic fit in the Baltimore DMA, its plans for stakeholder and media engagement, and its approach to appealing to the local fanbase.

Baltimore is the perfect place for the expansion of a new NBA team, not only because of the strong fan bases for other sports, but also because they are familiar with the NBA. From 1963-1973, The Baltimore Bullets played at Baltimore Coliseum, until they were bought out and rebranded to become the Washington Wizards. The history of an NBA team is a strong reason why I believe Baltimore is accustomed to and ready for this expansion. This is not the only reason why the Blaze would benefit the city. There is so much room for growth within economic potential, as a new franchise would create jobs, drive tourism and increase city revenue through ticket sales, merchandise and local partnerships. Also, Baltimore is strategically located near Washington, D.C., so inserting a new franchise would allow for economic drive to stay within the walls of the city of Baltimore, rather than looking towards Washington, D.C. Fan enthusiasm also stands as a very strong asset to the city. Baltimore fans are renowned for their passion for their teams. Ravens fans, for instance, exhibit extraordinary loyalty and engagement, ranking consistently among the top NFL fan bases. Ravens fans are extremely loyal, because of the re-entry of professional football into Baltimore, after years without a team because the Colts left the city. Ravens fans have been very loyal because they feel as if the team is closely related to Baltimore's culture and history, which cannot be separated from the fanbase (O’Nair, 2024). This enthusiasm would translate seamlessly into the NBA, as the Bullets had left Baltimore, and would be coming back as a new and improved franchise. Basketball in general also has strong roots in the city of Baltimore. There is an extremely strong culture when it comes to high school and collegiate basketball culture. The University of Maryland Basketball, synonymous with passion, talent and a rich history, has been a cornerstone of college basketball for decades, standing as the pride of Maryland (Howard, 2023). Maryland is known for having some of the most talented and competitive teams and players, and there is a culture of “staying home” and attending University of Maryland for college, because basketball is so important to the state. The absence of a professional team leaves the market untapped, as no athlete can complete the “dream” of staying in Maryland for the highest level of play. Basketball is also extremely popular, as it is one of the most beloved and fastest growing sports in the world (Yang, 2024), which means that the Baltimore Blaze can gain traction in the state, nation and globally. 

The success of The Baltimore Blaze franchise requires strategic collaboration with key stakeholders in the Baltimore DMA. Securing support from the Baltimore Government is extremely important. The Blaze and the government can partner on infrastructure initiatives, provide incentives to facilitate economic growth and development for the team and city, and support urban development through projects tied to the team, for example, enhancing public transportation so that the entire city can come together to watch the Blaze play. Local businesses are also a key stakeholder - these include restaurants, breweries, hotels and small retailers who can all benefit from tourism that is brought in from the team.  Each can also establish sponsorships and partnerships to the arena, in order to bring the Maryland culture to the games. For example, Old Bay seasoning can have multiple brand activations throughout the stadium, because that is a staple of the Maryland food scene due to being packaged locally in Frederick, Maryland (Mills, 2023). Corporate sponsors also are a key stakeholder, with an emphasis being on Maryland-based companies. This can include but is not limited to Under Armour, McCormick and Co, and other emerging brands and companies. These companies have the opportunity to develop sponsorship packages with branding opportunities, like jersey logos, and arena naming rights. They can also promote local products and services at games and events, in order to expand their brand awareness. The most important stakeholders are the fans and community of Baltimore, as we want The Blaze to be Balitmore’s team - one that exemplifies the pride that comes from living in this city. Partnerships with nonprofits and schools could impact The Blaze’s social impact. Along with this, programs like youth basketball clinics, school fundraisers, and neighborhood revitalization projects can strengthen ties to the community. Engaging early with potential season ticket holders through outreach events and surveys can also ensure that the Blaze meets fan expectations. Creating exclusive memberships and early access programs will incentive buy-in from the community as well. 

Media partnerships will also be essential to the success of the Baltimore Blaze. By cultivating relationships with television networks, radio stations and digital platforms, the team will be able to maximize its visibility and reach. The Blaze can partner with the Mid-Atlantic Sports Network (MASN) for regional broadcasts and ESPN/NBA TV for more national exposure. The MASN is a regional sports network that is a joint venture between the Orioles and the Nats, which could be expanded to fully covering both the Blaze and the Wizards. The Blaze can also work with local networks, like the Baltimore Sun Media, WBAL-TV, and WMAR-TV for in-game coverage, promotional campaigns, and highlighting community outreach. Digital media will also be an extremely important asset to the success of the Blaze. The Blaze can leverage basketball focused platforms such as The Athletic and Bleacher Report to engage younger audiences with target content, along with creating their own content on verified Blaze social media accounts. A robust online presence, including social media engagement, streaming options, and an interactive app, will appeal to tech-savvy fans. Exclusive content like game-day previews, real-time stats, and fan contests will keep audiences engaged.

Baltimore’s demographics and cultural makeup present a prime opportunity for cultivating a diverse and local fanbase. By analyzing PRIZM segments, the Blaze will tailor its outreach and marketing to resonate with the community. Baltimore’s population of over 2.8 million in the metropolitan area is ethnically diverse. The median age of 38 aligns well with the NBA’s core audience, which tends to skew younger and urban. The city’s median household income and rising economic potential make it an attractive market for premium seating and merchandise sales. The Blaze will employ a multi-faceted approach to engage fans. Hosting family nights, youth basketball camps, and community festivals will appeal to parents and children. Happy hour specials, networking events, and exclusive access to VIP lounges will target Baltimore’s growing population of young professionals. Celebrating Baltimore’s heritage through themed game nights and collaborations with local artists and musicians will foster a sense of pride and connection. Initiatives such as free basketball clinics, scholarships for local students, and partnerships with public schools will ensure the Blaze’s impact extends beyond the court. There is also a space for the blaze to develop an engaging digital presence, in which they can interact with families with young kids, but also touch on Gen Z’s humor and voice, while marketing themselves as the “missing piece” to the Baltimore Sports scene.  These efforts will resonate with fans who value community-oriented organizations.

The Baltimore Blaze represents an exciting new chapter in Baltimore’s sports history. With a strategic approach to stakeholder engagement, media partnerships, and fan outreach, the franchise will thrive in the competitive NBA landscape. By embracing Baltimore’s cultural diversity and fostering economic growth, the Blaze will ignite a passion for basketball in the city, uniting residents under a shared banner of pride and resilience. Now is the time to bring the blaze of professional basketball to Baltimore, setting the city alight with excitement and opportunity.