John Oliver wants to rebrand the Flying Squirrels
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Image: Courtesy of "Last Week Tonight"
Comedian and "Last Week Tonight" host John Oliver wants to rebrand the Richmond Flying Squirrels.
Why it matters: The Emmy-winning show is offering to come up with a new mascot and name for the Squirrels, or any of the country's 120 minor league baseball teams, for free.
- Plus, they'd create (and cover) a theme night for fans.
The big picture: The latest episode of "Last Week Tonight" dug into minor league baseball, from wacky team names (sorry, Squirrels) to bizarrely sexual rebrands (hey there, Chesapeake Oyster Catchers).
- Plus, the sometimes-absurd promos and gimmicks teams push to try to bring in money (apparently, you can sit on a toilet in the stands in Lake County, Ohio?).
Yes, but: Some minor league teams, Oliver claims, are just phoning it in — using bland team names and focusing on baseball, of all things.
- So Oliver closed the segment with his pitch: "We are willing to use all of our resources and stupidity to give one minor league baseball team a total rebrand," he said. "It will be personalized and it will be bespoke."
- All the team has to do is shoot him an email ([email protected]) and hand over all creative control to him and the show.
Flashback: Richmond had one of those bland team names before the Squirrels glided into town in 2010 and replaced the Richmond Braves.
- As part of their move from Connecticut to RVA, the team held a naming contest, in partnership with the Times-Dispatch.
- They got more than 6,000 submissions, but it was Prince George County resident Brad Mead's intentionally "crazy" suggestion that became the winner, the RTD reported.
Much of Richmond did not love the name, says Todd "Parney" Parnell, the Squirrels' longtime CEO and now semi-retired team senior adviser and podcast host.
- During the Squirrels' first season, Parnell would regularly overhear people in bars complaining about the name and "those a--holes" that came up with it, he says. Anytime he did, he'd send over a round of drinks to the complainers and tell the server to say they were from "the a--hole who named the team."
- Eventually, Richmonders came around, and the rest of the country came calling, asking for advice on how to replicate the team's fun-loving in their own cities.
The intrigue: It could be great timing, should the Squirrels decide to take Oliver up on his offer.
- Next year, the team moves to its brand-new stadium. It's still under construction, so there would likely be time to incorporate the show's ideas.
- Parnell says he can't comment on Oliver's offer for the Squirrels, but he has advice for any other minor league team looking to raise its profile. "Do it."
- The Squirrels, though, are thriving, he adds.
Your take: Take our poll (now closed) and tell us if you think the team should take him up on his offer.