The Sacramento River Cats, a Triple-A affiliate of the San Francisco Giants, recently garnered criticism for their marketing of an alternate identity called the 'Gold Diggers.' Intended to honor Northern California's gold rush history, the campaign was poorly executed. A promotional video featured women excited by jewelry purchases, which played off a derogatory meaning of 'gold digger,' raising concerns about the decision-making involved in its creation. River Cats President Chip Maxson defended the intentions, but the oversight highlights potential issues in their marketing team dynamics, particularly regarding representation and common sense.
Rather than going with the theme they claimed to have been inspired by... the organization decided to lean into the more colloquially used version of the phrase.
On Thursday, the team unveiled the alternate branding via a promotional video that seemed to lean into another meaning of 'gold digger,' depicting two women with cartoon dollar signs in their eyes.
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