Fox Has Precedent On Its Side In Bid For Dodgers
In the coming months, major league owners will vote on whether Fox can purchase the Los Angeles Dodgers. It’s still uncertain whether this marriage of a broadcaster with the boys of summer makes good baseball and business sense, but there is plenty of precedent.
From the time newspapermen were helping to launch and support start-up leagues back in the late 1800s, there have been successful relationships between the media and pro baseball.
As far back as the 1930s, when radio magnate and entrepreneur Powell Crosley bought the Cincinnati Reds, there is proof of these productive unions.
Only one alliance significantly stands out as not being harmonious: CBS’ ownership of the New York Yankees three decades ago.
“When you’re able to blanket the nation with coverage, you’re able to build a larger fan base,” said baseball historian David Pietrusza, a co-editor of Total Baseball. “And with the exception of CBS, I think it’s worked out pretty well for the television owners, and for the teams.”
Among those it has worked out well for is one of Fox’s biggest rivals.
When Ted Turner bought the Atlanta Braves in 1976, he was more popular for his yachting exploits, being a year away from steering Courageous to an America’s Cup victory and only in the early stages of building his cable empire.
“I think this is probably one of the best examples of how it can work,” said Stan Kasten, president of the Braves. “Obviously, a team needs all the media outlets it can have. The relationship gave us an identity no one else had. On the other hand, baseball has been a wonderful piece of programming for the company.”
Kasten acknowledged the early days were a learning period. “Since we’ve been successful, and as the company’s gotten bigger, they’ve been able to support us so we can go out and get the good players we need to remain a good team,” he said.
The Braves are not the only example. The Chicago Cubs were bought in 1981 by the Tribune Co., a privately owned company with newspapers, radio and TV stations and cable operations. And the Walt Disney Co., which owns ABC and ESPN but is known more for its movie business, purchased operating control the Angels in 1996.
News Corp.’s Rupert Murdoch is working out the terms for the Dodgers, estimated to be worth $350 million. It must be approved by three-quarters of the N.L. club owners and a majority of American League owners. A vote could come by January.
“Fox has so many cable and broadcast outlets now. They can play stuff all over the place,” Pietrusza said. “And Fox has the advantage of being able to gamble. They can do more innovative things a more established network won’t do. And they have.”
Bob Graziano, executive vice president of the Dodgers, said team owner Peter O’Malley recognizes that some people may be concerned about ownership switching from a family to a large corporation.
But O’Malley, who Fox says would stay on to run the team to 2000, has faith in Fox’s commitment to maintain the integrity of baseball while keeping the organization viable, Graziano said.