WSJ piece: He and his wife Alexandra Cohen have prescribed a marketing overhaul that will include an update to the team's brand design, including customized fonts in marketing materials like photography, signage and ads, as well as new experiences and features at its stadium meant to give the Mets more cultural credibility. But the new owners face difficulties beyond player strikeouts, as baseball and other sports struggle to attract young people, a group increasingly apathetic to live games. “All sports are being challenged with how you attract young fans,” said Jeff Deline, the team's new chief revenue officer. “How do we get them engaged again? Their consumer habits are completely different.” Marketing and talent management firm Range Media Partners LLC is leading the effort. The initiative remains in development, but ideas include offering live comedy throughout games, updating existing spaces in the stadium where people can gather, adding more screens throughout the baseball park and making other technology upgrades, said Natalie Bruss, managing partner at Range, which is minority-owned by Mr. Cohen's venture capital fund, Point72 Ventures. The goal is to raise the Mets' brand on social media, in film and in music, as well as to more closely associate the team with its hometown, a city globally known as a cultural capital, Ms. Bruss said. The team is also enlisting sponsors to help create new experiences for fans. It worked with sponsor Airbnb Inc., for example, to turn an unused office space at Citi Field into a one-night stay in July hosted by former Mets player Bobby Bonilla. Other plans include a podcast targeting Hispanic audiences and collaborations in the fashion industry, said Ms. Bruss, as the team looks for ways to appeal to new and diverse audiences. Major League Baseball's audience skews older than other professional sports, said David Campanelli, executive vice president and chief investment officer at ad-buying agency Horizon Media Inc. The National Basketball Association's audience is the youngest, followed by the National Football League, college football and basketball, and the National Hockey League, he said. Baseball executives are aware of that. “We're an older, whiter demographic,” said Mr. Deline. “I don't think you'll see many kids sit down and watch a baseball game from start to finish. They will watch the highlights on TikTok.” Link may be paywalled (don't kvetch at me if it is). https://www.wsj.com/articles/new-york-mets-embark-on-branding-effort-to-build-cred-and-win-young-fans-11632775291https://www.wsj.com/articles/new-york-mets-embark-on-branding-effort-to-build-cred-and-win-young-fans-11632775291