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The Royals 2014 marketing slogan: “Be Royal”

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Lots of teams come up with marketing slogans — we highlighted the Dodgers’ rather curious effort the other day — but the Royals are the ones I always notice.

In 2012 the Royals used “Our Time” as its slogan. Last year it was “Come to play.”  This year? “Be Royal.” Which seems like quite a rebuke to Lorde. And a surprising one at that given that she was allegedly inspired by George freakin’ Brett to write that song to begin with. And it’s so broad, too. Should I be Lorenzo Cain or Billy Butler? There’s a lot of ground to cover there.

But the best take on marketing slogan, particularly Royals slogans, comes from Sam Mellinger of the KC Star. He ponders the utility of them to begin with, noting that all of the marketing slogans in the world don’t put as many butts in seats as fireworks night or a free t-shirt giveaway. And he notes the particular conundrum marketing departments have when it comes to promising baseball results in their slogan. If you go with “In it to win it!” and you start out 12-25, well, the slogan becomes obsolete and a big fat target pretty quickly.

Teams either win or lose. They are either exciting or they’re not. That’s what determines how many people show up. And if the team is good enough, the slogans will follow the team, not the other way around.

Diamondbacks sign Fernando Rodney to a one-year, $2.75 million deal

PITTSBURGH, PA - AUGUST 21:  Fernando Rodney #56 of the Miami Marlins pitches during the game against the Pittsburgh Pirates on August 21, 2016 at PNC Park in Pittsburgh, Pennsylvania.  (Photo by Joe Sargent/Getty Images) *** Local Caption ***
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Confirming a report from Tuesday, the Diamondbacks officially signed right-hander Fernando Rodney to a one-year, $2.75 million contract on Friday. The 39-year-old stands to receive up to $4 million in incentives, per Jack MacGruder of FanRag Sports, with $250,000 kicking in when the veteran reaches 40, 50 and 60 appearances and $500,000 if he reaches 70.

Rodney came three games shy of the 70-appearance mark in 2016 during back-to-back stints with the Padres and Marlins. He put up a cumulative 3.44 ERA on the year, which effectively disguised the extreme split during his performances in San Diego and Miami. The Diamondbacks aren’t anywhere close to contending in 2017, but Rodney should stabilize the back end of their bullpen while providing Arizona GM Mike Hazen with a potential trade chip during next year’s deadline.

Hazen issued a statement following the signing:

With Fernando, we’re getting an established Major League closer and a veteran presence in the bullpen. It is helpful to have someone with his experience on the back end to slow the game down and get the final three outs.

Cardinals, Dexter Fowler agree to a five-year, $82 million deal

CLEVELAND, OH - NOVEMBER 02:  Dexter Fowler #24 of the Chicago Cubs reacts during the seventh inning against the Cleveland Indians in Game Seven of the 2016 World Series at Progressive Field on November 2, 2016 in Cleveland, Ohio.  (Photo by Gregory Shamus/Getty Images)
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The Cardinals have officially signed outfielder Dexter Fowler to a five-year, $82.5 million contract. Fowler will also get a full no-trade clause.

The Cardinals gave Fowler a bigger deal than many speculated he’d get, as some reports predicted he’d get something in the $52-72 million range. His skills, however — he’s a fantastic leadoff hitter who plays a premium defensive position — definitely earned him some major dough. Fowler hit .276/.393/.447 with 13 homers, 48 RBI and 13 steals over 125 games in 2016 for the World Series champion Cubs.

For the Cardinals, this will allow Matt Carpenter to move down to the middle of the batting order and will shift Randal Grichuk to left field. It also takes a prime piece from the Cardinals’ biggest rival. For their part, earlier this offseason the Cubs signed former Cardinal center fielder Jon Jay. So that’s fun.