Opinion

Baseball and the GOP: To rebrand the party, think like a sports fan

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Todd Winer
Political Consultant
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      Todd Winer

      Todd Winer is a political consultant with a focus on media and message development. He’s worked for many political leaders, including most recently, Rep. Cathy McMorris Rodgers, the chairman of the House Republican Conference.

This week’s GOP autopsy report, commissioned by RNC Chairman Reince Priebus, is a great start in the much-needed task of rebranding the Republican Party. As the chairman acknowledged, “the way we communicate our principles isn’t resonating widely enough” and “we have to be more inclusive.” The report contains 219 recommendations to “connect people to our principles.” To achieve that goal, the party will need a strategic vision of how voters think about politics, which is something that the report lacks. For that, the GOP can learn a lot from another American passion: baseball.

This year, about 75 million Americans will go to the baseball stadium to watch a ballgame, about the same number as those who will vote in next year’s election. We rarely think about why someone becomes a baseball fan, or why they root for a certain team. Nor do we usually think about why someone chooses to vote for a certain political party. But it’s actually a very useful exercise.

When it comes to baseball, fan loyalty has almost nothing to do with the brain, and almost everything to do with the heart. In all of history, there’s never been a baseball fan who rooted for his team because it had the lowest ticket prices, or because it had the most taxpayer-friendly stadium deal, or because its players did the most community service. For the vast majority of Americans, rooting for a baseball team — not to mention, voting for a political party — isn’t really a rational choice; it’s more of a statement of personal identity — a statement telling the world, “This is who I am.” And for most people, defining “who I am” starts with family and community, before branching out into areas like race, age, gender, and class.

Family is pretty straightforward. If your mom and dad are Yankee fans, you’re almost certainly a Yankee fan. The same is true in politics. If your mom and dad are Republicans, you’re almost certainly a Republican.

Community is also pretty straightforward. If you grew up in, say, Philadelphia, chances are pretty great you’re a Phillies fan. Likewise, someone who grew up in Republican territory like, say, suburban Dallas or rural Indiana is much more likely to become a Republican than a nearly identical person from Seattle or Santa Fe.

Cities with more than one baseball team, like New York or Chicago, show revealing breakdowns by race and gender. The racial split in Chicago between Cubs fans on the North Side and White Sox fans on the South Side is well-documented. In New York, there’s an intriguing gender gap between Mets and Yankee fans, with women gravitating a lot more to the Yanks. While there’s a few theories out there trying to explain that, one obvious answer leaps out: Yankees heartthrob Derek Jeter.

In sports, as in politics, people’s convictions can’t be conveniently reduced to who their parents are or what they look like. But those things are an important foundation, upon which more rational sentiments come into being. Once you’re attached to your team on an emotional level — seeing them as a personal reflection of who you are and what you care about most — a rational exterior comes into being through phrases like “the Red Sox are the best team because they have the most heart” or “the Republicans are the best party because they know how to create jobs.”