Pope hats, bloody shirts and so many bobbleheads: The creative ways MLB teams lure fans to the park

CHICAGO (AP) — It started as a limited promotion for a specialty theme night. Then the Chicago White Sox heard from their fans.

Everyone wanted a pope-themed hat.

“When things go bananas ... that’s when it gets really fun,” said Brooks Boyer, Chicago's chief revenue and marketing officer.

Fun is the overarching theme when it comes to stadium giveaways, and business has been good at major league ballparks this year.

An array of creative promotions — everything from the New York Mets handing out fake glasses and mustaches for a Bobby Valentine Disguise Night to the Texas Rangers giving away a Nolan Ryan bloody lip jersey — has played at least a small role in an MLB-wide average attendance of 29,618 through Tuesday's games, the highest such number for a full season since 2017.

Bobbleheads remain popular — like the Brandon Nimmo Bull Riding bobblehead in Texas, or the butter-churning Nick Kurtz “Big Amish” bobblehead with the Athletics — but it's not just those iconic figurines that are drawing big crowds. The Brewers handed out 25,000 bar dice sets to fans 21 and over on Saturday, and they had a crowd of 40,625 at American Family Field.

The pitch clock and other innovative rules introduced by MLB in 2023 are often credited for spurring fan interest. But it's clear from the long lines — and occasionally astronomical resale prices on eBay — what a clever giveaway can do for ticket sales, too.

“I definitely think across the league, there’s been an increase in demand and desire, and even necessity, to do things that are outside of the box," said Meagan Hermosillo, the director of marketing and promotions for the Arizona Diamondbacks. "For us, we can’t really do a standard bobblehead or a standard anything. It has to have some kind of unique factor if we want it to move the needle.”

The White Sox ended up giving the pope hats — shaped like the Pope’s miter, with the team’s sock logo in the middle — to everyone in the crowd of 38,113 for Tuesday night's 5-4 loss to the Cincinnati Reds. The tribute to Pope Leo XIV, a Chicago native and longtime White Sox fan, helped push the club's season-long attendance to 1,460,383, surpassing its total of 1,445,738 for all of 2025.

The team leaned into the theme. There were signs posted in the ballpark that read “LEO KNOWS MUNE” and “LEO KNOWS KONERKO,” referring to current White Sox first baseman Munetaka Murakami and former slugger Paul Konerko. Sister Mary Jo Sobieck threw out a ceremonial first pitch, and former White Sox pitcher Donn “The Pope” Pall kicked off the game with the “play ball” announcement.

“I thought it was a great idea, knowing that the Pope is from Chicago and he's a Sox fan, which is great,” said Edward Lopez, 58, a truck driver from the south side of the city.

Lopez was supposed to go to the game with his girlfriend, but she wasn't able to make it. So he went through two different gates to make sure he secured two pope hats.

“It was worth it,” he said.

Promotions for the White Sox go through a committee led by senior director of marketing and promotions Mike Downey. They throw out ideas and concepts, and they also look at samples from different vendors.

The team also is handing out wooden domino sets to 10,000 fans on Aug. 22 and magic wands to 20,000 fans on Sept. 4, a nod to the viral wand-waving dugout displays of injured reliever Mike Vasil.

“We’ve always looked to have our giveaways be something that we know people would wear or use or value because it adds value to the ticket,” Boyer said. “So it starts with that.”

While planning the pope hat night, religious sensitivities were part of the conversation for the promotions committee.

“We haven’t done items that would be Pope Leo’s likeness,” Boyer said. “We wouldn’t do that without the permission of the Vatican. ... We’ve been very careful. There is a little bit of nuance and finesse that needs to be done. And items, you know a lot of items may not be for everybody.”

The Baltimore Orioles handed out a Tupac Shakur bobblehead in May. The New York Yankees gave out a “ KPop Demon Hunters ” bobblehead on Tuesday night, and they have a George Costanza calzone bobblehead — paying tribute to a 1996 “Seinfeld” episode — coming up on Aug. 27. Every MLB team except Toronto had a Star Wars Night this season.

Following in the footsteps of the minor leagues in many cases, it's not enough anymore to just feature a popular player for a giveaway.

“You can see that teams are doing a much better job with their understanding (of) who they’re trying to target,” said Jim Strode, an associate dean and professor at Ohio University’s College of Business. “When I think of the ‘Seinfeld’ one, I’m thinking, you know, they’re targeting Gen X, they are targeting some, you know, younger baby boomers to try to get out to the ballpark.”

There is also what Lauren Anderson, the director of the Warsaw Sports Business Center at the University of Oregon, described as the “collector chase game.” There were multiple fans looking to buy additional pope hats at Tuesday night’s game, and there were several listings for the giveaway and the “KPop Demon Hunters” bobblehead on eBay on Wednesday.

“You want something that’s unique and cool and something that you can, you know, I’m one of 5,000 people to get these, I’m one of 10,000,” Anderson said. “I mean, there is also a bit of the game of people want something that’s limited so they can flip it and sell it, like on an eBay."

AP Baseball Writer David Brandt contributed to this report.

AP MLB: https://apnews.com/hub/mlb

FILE - Former New York Mets' Bobby Valentine, wearing a fake moustache, reacts as he is introduced during an Old-Timers' Day ceremony before a baseball game between the Colorado Rockies and the Mets on Aug. 27, 2022, in New York. (AP Photo/Adam Hunger, File)

FILE - Texas Rangers fans in the stands wear Nolan Ryan jerseys during a baseball game against the Kansas City Royals, May 29, 2026, in Arlington, Texas. (AP Photo/LM Otero, File)

A group of fans wore a promotional Pope hat prior to a baseball game between the Cincinnati Reds and Chicago White Sox, Tuesday, Aug. 11, 2026, in Chicago. (AP Photo/Melissa Tamez)

A group of fans wear a promotional pope hat prior to a baseball game between the Cincinnati Reds and Chicago White Sox, Tuesday, Aug. 11, 2026, in Chicago. (AP Photo/Melissa Tamez)

A fan wears a promotional pope hat during a baseball game between the Cincinnati Reds and Chicago White Sox, Tuesday, Aug. 11, 2026, in Chicago. (AP Photo/Melissa Tamez)

MADISON, Wis. (AP) — David Crowley's razor-thin primary win over a democratic socialist sets up a Wisconsin governor's race against a Republican congressman who has voted with President Donald Trump 100% of the time, potentially giving moderate Democrats an ideal matchup as Trump's approval ratings sag in the swing state.

Crowley overcame Francesca Hong in dramatic fashion in Tuesday's primary, stunning pundits and pollsters who had long placed Hong as the front-runner. That means Crowley's challenger, U.S. Rep. Tom Tiffany, must pivot to face a Democrat known for working across the aisle with Republicans as the county executive in Milwaukee, the state’s largest source of Democratic voters.

After a unity event with Hong and others on Wednesday, Crowley pledged to build a broad coalition — including Hong's progressive, populist backers — to take on Tiffany by zeroing in on the Republican's support for the Make America Great Again movement.

“This isn’t establishment versus progressive. This isn’t insider versus outsider,” Crowley said. “This is Democrats defeating a MAGA extremist in Congressman Tom Tiffany and that’s what we should be focusing on moving forward.”

It will be easier for Tiffany to pivot away from his ties with Trump and unpopular federal policies because he’s running for governor and not Congress, said former Republican Gov. Scott Walker, a Trump supporter.

“He’s got to be on point, on message every time that comes up, and say, ‘That’s not what’s on the ballot,’” Walker told The Associated Press. “What’s on the ballot is who’s going to be governor the next four years.”

But former Republican state Senate Majority Leader Dale Schultz, who opposes Trump, said Crowley makes the path “way harder for Tiffany.”

“It's going to force the campaign back to the issues that people care about like affordability, the war in Iran and the cost of healthcare,” Schultz said.

Tiffany represents a broad swath of Wisconsin’s rural, conservative north woods. Trump won the state in 2024 and 2016, but lost in 2020. All three elections were decided by less than a percentage point. Crowley’s win on Tuesday was even more narrow — less than half a point, further cementing Wisconsin’s reputation for close elections.

Democrats savored the shift in focus from their chaotic primary to the general election against Tiffany, an opponent they’ve long seen as vulnerable. They hope to capitalize on Trump’s low approval ratings to retain control of the governor’s office and flip both chambers of the Legislature to earn full control of Wisconsin state government for the first time since 2010.

Just as Crowley highlighted his Republican opponent's ties to Trump, Tiffany began the general election campaign with a message connecting Crowley to Hong.

“I’ve said all along that there’s not a dime’s worth of difference between these Democrat candidates,” Tiffany said in a statement Wednesday. “His record in Milwaukee County shows exactly what Wisconsin would get: mismanage the government, run up the bill, and raise your taxes to pay for it.”

And it may be tough for Crowley to connect with the young people who were among the nearly 40% of primary voters who supported Hong, Republican strategist Rusty Schultz predicted.

“Making sure they come out in November will be no small feat,” he said.

Crowley, 40, has been the head of Wisconsin's largest county since 2020. Prior to that, he served just over three years in the state Assembly. In 2023, as county executive, Crowley helped spearhead a bipartisan deal in the Legislature that sent more state aid to Milwaukee and local communities.

Crowley dropped out of the governor’s race on July 8, saying he didn’t see a path to victory. He rejoined it on July 18, less than a month before Tuesday’s primary. With the backing of Democratic Gov. Tony Evers, a fellow moderate who crisscrossed the state with him in the final week, Crowley pulled out the narrow win on the argument that he was the better matchup against Tiffany.

“Obviously Hong was the never-ending gift in terms of one gaffe after another, wasn’t really ready for primetime,” Walker said. “But Crowley didn’t get any real scrutiny either.”

Crowley shared a meal with Hong, U.S. Sen. Tammy Baldwin, U.S. Rep. Mark Pocan and others at a unity event outside Madison before embarking on a statewide tour. Evers, who is not seeking a third term as governor, had another commitment and did not attend.

Crowley became the first Black person to win a major party nomination for Wisconsin governor. Now he's vying to become the first Black governor of the state.

“This historic moment is not lost on me. But I'm not even thinking about that because we've still got work to do,” Crowley said. “The job is not done. The job is not finished. My job is not to become the first, and if I do become the first, my job is to make sure I'm not the last.”

Democratic gubernatorial candidate Francesca Hong speaks during a primary election night watch party Tuesday, Aug. 11, 2026, in Madison, Wis. (AP Photo/Nam Y. Huh)

Supporters react to election results coming in during a primary election night watch party for Democratic gubernatorial candidate David Crowley, Tuesday, Aug. 11, 2026, in Milwaukee, Wis. (AP Photo/Kayla Wolf)

Wisconsin State Rep. Francesca Hong, center, a democratic socialist who was narrowly defeated by David Crowley in the Democratic gubernatorial primary, eats breakfast with Democratic leaders including gubernatorial nominee David Crowley and lieutenant governor nominee Sarah Godlewski at Prairie Cafe and Bakery Wednesday, Aug. 12, 2026, in Middleton, Wis. (AP Photo/Kayla Wolf)

Democratic gubernatorial nominee David Crowley, right, talks with lieutenant governor nominee Sarah Godlewski, left, while at breakfast with Democratic leaders at Prairie Cafe and Bakery Wednesday, Aug. 12, 2026, in Middleton, Wis. (AP Photo/Kayla Wolf)

Democratic gubernatorial candidate Francesca Hong gestures after speaking during a primary election night watch party Tuesday, Aug. 11, 2026, in Madison, Wis. (AP Photo/Nam Y. Huh)

Rep. Gwen Moore, D-Wis., speaks during a primary election night watch party for Democratic gubernatorial candidate David Crowley, Wednesday, Aug. 12, 2026, in Milwaukee, Wis. (AP Photo/Kayla Wolf)

Republican gubernatorial candidate Tom Tiffany talks to supporters during a campaign event, Wednesday, July 29, 2026, in Kenosha, WI. (AP Photo/Nam Y. Huh)

Supporters react to election results coming in during a primary election night watch party for Democratic gubernatorial candidate David Crowley, Tuesday, Aug. 11, 2026, in Milwaukee, Wis. (AP Photo/Kayla Wolf)

David Crowley, Democratic candidate for Wisconsin governor speaks to supporters gathered at the Sheboygan County Democratic Party office during a campaign stop Friday, Aug. 7, 2026, in Sheboygan, Wis. (AP Photo/Kayla Wolf)