Cardinals fans can expect a shift in the 2025 schedule at Busch Stadium, with a notable reduction in the number of theme nights. Team officials have announced that the club will host 32 theme nights this season, a significant drop from the 60-65 events in recent years, which had positioned them among the leaders in the league. However, this change comes with a renewed commitment to enhancing the quality of promotional items offered to fans.
Focus on Quality and Fan Engagement
“We really sit down and look at what the fans like, what has been successful for us,” explained Bethany White, Manager of Fan Engagement. “Part of it comes from what we have the rights to, so this year we got the licensing to use Barbie and partner with Minecraft. A lot of it is just looking at the consistent history of what fans have always shown up for and adding some new ideas in.”
Returning favorites such as Star Wars, College Nights, Mizzou, Illini, SLU nights, Pride Night, and Christmas in July will be complemented by the addition of Barbie and Minecraft-themed events. Notably, 80’s night will make a comeback in September, celebrating the 1985 World Series team.
Unlike regular game day tickets, theme tickets provide fans with the opportunity to select specific sizes for their promotional items, enhancing the overall experience.
Promotional Strategy and Challenges
On the promotional front, the team is shifting its strategy to prioritize quality over quantity. This season, giveaways will be limited to 20,000 fans, down from 25,000 in previous years. Megan Eberhart, the team’s director of promotions marketing, highlighted some exciting new items for 2025, including a reimagined Battlehawks tumbler, an updated Fredbird hat, and retail-quality clothing for adults that pairs well with youth items.
Eberhart noted that planning for the 2025 promotional items was complicated by offseason discussions regarding potential trades involving key players such as third baseman Nolan Arenado, Willson Contreras, and Sonny Gray. While Contreras and Gray opted to stay, Arenado’s status remains uncertain, adding an element of unpredictability to the season.
“You have to have a backup plan in case something changes, which it could, right…so we’re always prepared,” Eberhart remarked. “The offseason’s fun because it’s a time to strategize and think about what could happen, what will happen, and this season was definitely exciting…with the unpredictables.”
With a beloved mascot like Fredbird and a strong roster of alumni, the Cardinals are poised to create memorable experiences for fans, even as they refine their approach to theme nights and promotional giveaways.
