AARP Hits a Home Run with Baseball Collaborations

AARP’s exciting deal to serve as a community partner with the Washington Nationals – and our August 19 Social Security 90^th anniversary-themed night at Nats Park – are just the latest examples of us taking our mission out to the ball game.

Speaking as a lifelong baseball fan (and AARP’s unofficial, self-appointed chief baseball officer), I can tell you these collaborations throughout the United States are a golden way to connect AARP with local communities and unite generations in a delightful, shared experience. When I go to the ballpark, I see people of all ages – including multi-generational families – enjoying the game, the food, and the traditions. There’s truly something for everyone. It’s as American as apple pie.

Our state offices have known this for years. They have forged relationships with local baseball teams that provide fans an array of perks and pleasures – while giving AARP a fertile platform to convey strategic messages that are core to our mission. The family-friendly, nonpolitical atmosphere of the ballpark is an ideal place for the public to meet AARP – and, potentially, for us to recruit new members and volunteers.

Ticket discounts, giveaways like signed baseballs, and special experiences, such as throwing out the first pitch, continue to make us new friends. Texas AARP enables fans of the Rangers to take photos with the team’s mascot – a palomino-style horse dubbed “Captain.” And, in Washington state, AARP Day at the Ballpark includes discounts and lunch for members at a Seattle Mariners game, along with an AARP first pitch and sweepstakes.  

Robert and Talinda Hathorn of Grand Rapids, Michigan (left), joined AARP CEO Dr. Myechia Minter-Jordan and Nancy LeaMond, AARP's executive vice president and chief advocacy and engagement officer, on the field prior to Tuesday’s game. Talinda was recognized for winning AARP's #1 Fan of Social Security contest.

Cheriss May, for AARP

AARP’s ties to Major League and Minor League baseball are rewarding for members, fans, and our association. As the signs now say at Nationals Park: AARP is “on your team in every community.” To give you a flavor of what that means, here are just some of the benefits that our varied baseball collaborations bring to the public and AARP.

• Intergenerational bonds. Over the years, a number of state teams have used baseball to highlight intergenerational connections – a perfect fit considering how often parents and grandparents pass on their love for the game. An ongoing relationship with AARP Wisconsin and the Milwaukee Brewers included a “Kids and Seniors Day” promotion. And, in Minnesota, in collaboration with the minor league St. Paul Saints following the launch of their new downtown stadium, the AARP state team organized special screenings of classic films like "Field of Dreams" and "The Sandlot" for members and their families of all ages.

• Education and advocacy. Each year, our New Mexico office serves as the marquee sponsor for a home game of the Albuquerque Isotopes. A special guest, typically a local official or community leader, throws out the first pitch, and AARP gives a radio interview about an important AARP issue, such as caregiving, voter access, retirement savings, paid medical leave, or elder fraud. And, this year, as we celebrate Social Security’s 90^th anniversary, AARP West Virginia collaborated with the Charleston Dirty Birds on a Social Security themed baseball trivia promotion at select home games. The trivia questions broadcast on the ballpark’s Jumbotron have captured fans' attention by intertwining fun facts about baseball with education about Social Security’s history and importance to retirement security.

• Fraud prevention. Several of our state offices take advantage of their baseball partnerships to share tips and educate fans about protecting themselves from scams. The Mississippi office highlights AARP’s Fraud Watch Network at games of the Biloxi Shuckers and Columbus Clingstones (formerly the Mississippi Braves). In South Dakota, an AARP fraud message is read with every stolen base at Sioux Falls Canaries’ home games. 

• Recognition of members and volunteers. Our Maryland office, which has built up alliances with the Frederick Keys and Bowie Baysox, publicly salutes standout AARP members in front of the entire crowd. In southwestern Pennsylvania, AARP volunteers sometimes throw out the first pitch at games of the Washington Wild Things.

• Strengthening the AARP brand. Our community relationships are opportunities to present the association in an appealing light and raise awareness of AARP. In Eastern Nebraska, the Storm Chasers have hosted an “AARP Night” featuring acknowledgements of AARP over the PA system. Our Wisconsin office has sponsored a “senior stroll” at Milwaukee Brewers games – open to everyone – in which fans could indulge in the fantasy of walking around the field after a game. In addition, our state teams typically set up tables inside the ballpark, where fans can pick up AARP-branded hats and other giveaways while chatting with our staff and volunteers. They learn about the association and may choose to get involved. We also learn more about what’s on fans’ minds and can incorporate these insights into our state planning.

Uniforms of the Washington Nationals now feature a vivid AARP patch – establishing a powerful visual link between our organization, the team, and a diverse community of fans around the country. Beyond that, the alliance will provide new ways for our members to enjoy visits to Nationals Park and give AARP a new platform to share vital information about Social Security, fraud, brain health, volunteerism, and other meaningful topics, all in a family-friendly environment.

But whether the platform is provided by a Major League team in the nation’s capital or a Minor League franchise in rural America, such arrangements hold meaning and value. Each partnership reflects AARP’s commitment to members, fans, and their families. Each provides AARP with multiple touchpoints to reinforce our community presence and connect in favorable, if unexpected, ways with the public.

To borrow a term from the national pastime, that all adds up to a smashing home run.