San Francisco Giants

Larry Baer, executive vice-president and COO, was eager to improve profitability for the San Francisco Giants baseball team. Over the last few years, the Giants have had a number of successes. They successfully built the first privately financed ball park in over 30 years. They set all-time records in season ticket holders, attendance, and sponsorship advertising. At the same time, the team was highly competitive in the field, ranking first or second in the league and making it to the World Series in 2002. However, they were expected to incur significant operating losses. Baer wondered what he should do.