The Sacramento River Cats faced backlash over a promotional video for their new identity, "Gold Diggers", showcasing sexist tropes. Following criticism, they announced they would abandon the concept altogether. The team intended to celebrate Sacramento's history but misjudged the execution, sparking outrage. Their COO, Chip Maxson, indicated the intention was fun but recognized the campaign's failure. All references to the Gold Diggers were removed from social media and merchandise almost immediately after concerns arose, reflecting the team's swift response to the controversy.
Our recent marketing campaign for an alternative identity clearly missed the mark. Our intention was to creatively reference the rich history of Sacramento and gold country, but our approach was wrong, and we are sorry for the mistake.
When KMAX-TV reporter Sakura Gray asked Maxson how the identity came to be, he referenced the team's April Fools' Day joke about finding gold under the field, then detailed the work behind it.
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