As you may have heard, the Yankees are retiring Derek Jeter’s number on Sunday. ESPN’s coverage of the ceremony — and the subsequent game, of course — will begin at a surprisingly early 8:00 a.m. EST. The first pitch of the game between the Astros and Yankees, two of the powerhouse teams in the American League, is scheduled for 7:35 at night. Sunday Night Baseball usually kicks off at 8, but the Yankees got ESPN to agree to moving the game up to give the pre-game ceremonies (and theoretically the game itself) a larger audience and reach.
Of course, a player can’t have his number retired unless he himself is retired, and indeed, Jeter hasn’t suited up since 2014. His retirement was kind of a big deal, as you likely remember. It turned into a media bonanza that facilitated the sale of many tickets and even more merchandise. Jeter struggled that year to a -0.1 WAR and the Yankees just barely missed the playoffs. He started at shortstop in the All-Star Game. Even when he clearly had overstayed his welcome as a productive player, he still represented a massive source of revenue for the Yankees and for the sport.
MLB social media has spent the week doing a tournament of Jeter’s best moments under the #Jeets16 hashtag. Budweiser just put out an ad that uses the number retirement as its inspiration. The league, and a corporation as huge as Anheuser-Busch, wouldn’t be doing a Jeter-shaped media blitz if there wasn’t profit to be made here. And there is, of course, seeing as Jeter was the most recognizable figure in baseball, and one of the most recognizable people in all of sports, for nearly two decades.
There’s still something a little strange, though, about having this much hullabaloo about a retired player. The Sunday night game features two strong teams chock full of exciting young talent. Alex Bregman, Carlos Correa, Aaron Judge, Gary Sanchez, and George Springer will all be taking part in this game. There’s absolutely room to celebrate both Jeter’s past and those players’ present and future. Given the pre-game focus on Jeter, it will be interesting to see how much of the game broadcast is spent discussing him and not the game itself. It could go some way to revealing ESPN’s production interests.
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