MLB and New Era Are Hyping Team Rivalries to Get Fans Psyched for Opening Day

It's the second year of the #CapsOn campaign

The campaign celebrates the Cubs-Indians 2016 World Series rivalry.
MLB

Spring is almost here, and with it comes the most wonderful (and hopeful) time of the year for baseball fans, opening day. Major League Baseball and New Era are teaming up again to get fans excited for the first day of the season, which this year is April 3, by encouraging them to don their team caps and celebrate the game’s biggest rivalries.

The #CapsOn campaign in which players, celebrities and fans show off their team caps on social media was a hit last year for New Era and MLB, yielding a 154 percent increase in caps sold, with 500,000 social media posts and 250 million video views.

“People were really excited about it last year, sharing photos with their friends on social media and celebrating the rite of spring, the baseball season,” said Tony DeSimone, baseball category director at New Era. “We’re looking forward to hopefully an even better result this year.”

This year’s effort includes a video celebrating baseball’s biggest rivalries, including the New York Yankees and Boston Red Sox, the San Francisco Giants and Los Angeles Dodgers, and the two previously perennial underdog teams from the 2016 World Series, the Cleveland Indians and Chicago Cubs, who won the series by ending their 108-year World Series championship drought in epic fashion.

“It was a storybook ending last year,” said Noah Garden, evp of business at MLB. “The way the Cubs won was so exciting, and the Indians weren’t far behind. There are so many iconic rivalries in baseball, and it’s one of the things that makes it so special.”

The #CapsOn campaign is designed to remind fans what they love about baseball, Garden said.

“Opening day is one of the most exciting days of the year,” he said. “People come up with excuses not to go to work to go to the game, and everybody’s excited that their team has a chance to win. This is a fun way to trash talk with your friends on social media. Tugging on those heartstrings from day one, when everybody’s still in first place, is what makes the season great.”

Buster Posey, Bryce Harper and Noah Syndergaard are featured in the campaign.