In the Front Row of Sports-Marketing History: Bob Uecker’s Amazing, Unlikely Run
January 21, 2025
Baseball journeyman, marketing icon.
It’s anything but an easy blend to execute. The great Bob Uecker pulled it off and inspired all who couldn’t necessarily dominate on the field, yet could charm and chuckle their way into immortality. Moreover, he served as a walking, one-lining reminder to sponsors in the sports world: Don’t be afraid to think out of the box.
Uecker, a Milwaukee Brewers broadcaster since 1971, died last week at age 90, setting off waves of emotional tributes and awe-filled salutes. How did an “ex-jock” with such a modest resume become such an icon, his fame transcending baseball and even sports?
He did it with the power of his personality. His self-deprecation and quick wit made him irresistible to Miller Lite Beer, which cashed in handsomely on Uecker’s shtick. It gave the Brewers a marketable commodity even in seasons when their on-field product didn’t offer much of interest.
The Milwaukee native Uecker played in the major leagues from 1962 through 1967 and put up a rather forgettable .200 batting average with only 14 home runs in 731 at-bats. His trick was making light of his own career accomplishments, landing regular appearances with Johnny Carson on “The Tonight Show,” and that in turn convinced Miller Lite to hire him as a pitchman.
Uecker’s “I must be in the front row!” spot for Miller Lite is comic and commercial perfection. Navigating a ballpark’s stands as he looks for his seat, he is the eternal optimist, positive that his status as a former player will get him VIP treatment, laughing off a fan’s angry order to sit down and unfazed when an usher informs him he’s in the wrong spot – all while carrying a giant Miller Lite. The punchline of Uecker being relocated to the nosebleed section, offering a “Good seats, hey buddy?” to the one nearby patron and shouting, “He missed the tag! He missed the tag!” – while still holding his outsized Miller Lite – became so popular that the Brewers installed a Uecker statue in their worst seat.
That’s the second Uecker statue on the premises of American Family Field, and even that doubling of the standard for team icons barely covers the return that the Brewers got on their investment of hiring Uecker over 50 years ago. Even as Uecker’s commercials and roles in the “Major League” films and the TV show “Mr. Belvedere” made him a star, he kept the local broadcasting gig in his hometown. And as teams became more creative in their ticket-selling endeavors, the Brewers could count on Uecker promotions to deliver year after year. There were multiple Uecker bobbleheads. A Uecker talking alarm clock. A Uecker Magic 8-ball. The notion of Uecker overkill simply didn’t exist.
It won’t ever exist, likely; you can expect the Brewers to heavily and justifiably honor Uecker’s passing in the 2025 season. And perhaps the reflection upon Uecker’s success, and those who committed to him, will remind sponsors and ticket-sellers that there are many ways to reach your desired audience.
