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From Dairy Daddies to Trash Pandas: How branding creates fans for lower-league baseball teams

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From Dairy Daddies to Trash Pandas: How branding creates fans for lower-league baseball teams

Maybe you’ve seen him.

Perhaps his sideways glance and piercing blue eyes have crossed your timeline. His smirk might be all over your TikTok. If you follow baseball or if your algorithm has decided you like livestock, you may have encountered McCreamy, the muscular mascot of the Danville Dairy Daddies.

The brawny bull with a bright pink nose dons blue jeans and a “DD” belt buckle but no shirt, propping one hoof on his hip while the other rests against a bat standing by his feet. His unveiling went viral, providing a level of exposure not usually seen for a collegiate summer baseball team from an unincorporated Virginia city of 42,000 people in the regional Old North State League.

But this was no accident. The Danville Dairy Daddies knew exactly what they were doing.

There’s a story behind their name, a thought process behind their color palette and an award-winning designer behind their logo. Such is the case for many of the eccentric team names filling the minor leagues and collegiate summer leagues in recent years. The magic lies in the quirks that tie the clubs to their communities. The fun comes from the winks, nods and Easter eggs that teams incorporate in their branding to tell locals, “Hey, we know what makes this town special, and we’re leaning into it.”

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That’s partially how a topless bull came to represent a team in Pittsylvania County, which boasts three of the five largest dairy farms in Virginia. The Dairy Daddies moniker was initially suggested to general manager Austin Scher as a potential name for Danville’s first collegiate summer team, the Otterbots, in 2021. Over the next three years, the alliteration stuck in Scher’s brain, and when he learned of the local connection, there was no denying the divining of the Dairy Daddies and their main man McCreamy.

“While it is quirky and silly and somewhat tongue in cheek, there is a very real community connection,” Scher said. “The blue and pink are designed to elicit feelings of newness, of birth, of rebirth. You see those two colors together and you might think of a gender reveal party or a nursery. Then you look at this muscle-bound cow, and you’re thinking, ‘Well, that’s not a baby. That’s very much full-grown.’ Danville and all of southern Virginia are in the middle of this massive resurgence.”

Each component of McCreamy conveys a characteristic of his community. Paul Caputo, host of the “Baseball by Design” podcast, which explores the origin stories for minor-league nicknames, sees that same quality in team names across the country.

“You can tell the story of America by understanding why minor-league baseball teams have the names that they have,” he said.

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The Dairy Daddies are just the latest in a long line of lower-league baseball teams that shirk traditional names in favor of more eye-catching identities. Pinpointing the origins of the trend is difficult — you could trace it all the way back to the late 1800s, when a team called the Dudes existed in Pensacola, Fla. — but the recent surge of silliness stems in part from Major League Baseball’s downsizing of the affiliated minor leagues from 163 teams to 120. Forty-three franchises lost their affiliation in 2020. Many of those teams played under the same names as their former MLB parent clubs and had to rebrand. Former rookie-league teams like the Burlington (N.C.) Royals and Pulaski  (Va.) Yankees re-emerged as the Sock Puppets and River Turtles to play collegiate summer ball in the Appalachian League.

Teams that maintained their MLB affiliations have also jumped on the funky name train with hopes of invigorating their brands. Pick nearly any league, at any level, and there’s a nickname or logo that will make you stop and gawk. The Carolina Disco Turkeys. The Montgomery (Ala.) Biscuits (formerly the Orlando Rays). The Minot (N.D.) Hot Tots. The Rocket City (Ala.) Trash Pandas (formerly the Mobile BayBears). The Wichita Chili Buns (an alternate identity of the Wichita Wind Surge).

Without the constant media coverage and cash flow MLB organizations enjoy, lower-league teams have to get creative to stir up engagement, increase exposure and keep their franchises afloat.

“I see pictures of people visiting the Eiffel Tower and the Taj Mahal and they’re wearing Trash Pandas shirts when they do it,” Rocket City’s director of marketing Ricky Fernandez said. “It blows my mind that someone’s like, ‘We’re going to the Eiffel Tower today! I better get my finest raccoon astronaut T-shirt on so I can snap a selfie!’”

Even with a local connection, an unusual name can take time to accept. Take the Jacksonville Jumbo Shrimp. The Miami Marlins’ Triple-A affiliate played as the Suns from 1990 to 2016, when new ownership took over. Though the new team name has a tie-in to the local shrimping industry, the public wasn’t immediately sold. Noel Blaha, Jacksonville’s vice president of marketing and media, said the antipathy was expected and they planned the reveal accordingly.

“We very purposefully had some elementary school kids in the front row of the press conference because if things turned sideways and people were throwing tomatoes, they weren’t gonna go after the kids,” he said.

Still, someone started an online petition to change the name back to the Suns. Five thousand people signed within two hours.

“We got angry Facebook posts. We got some very offensive emails,” Blaha said. “People were pissed, point blank.”

But slowly, the tide turned.

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“What it resulted in was incredible merchandise sales in the months leading up to the start of the season, and then the season started and we set an attendance record that weekend,” he said.

The DubSea (Wash.) Fish Sticks (previously the Highline Bears) experienced the same rejection-turned-resurgence after their new identity won an online poll pitting Fish Sticks against Seal Slingers as the two options for the team name.

“I had zero people get angry about the name the Highline Bears. I also had zero people get excited about it,” team president Justin Moser said. “Before we rebranded, I don’t think we ever sold anything online. Maybe one or two t-shirts as the Highline Bears.”

Despite social media comments calling the new name stupid and “a disgrace to the area,” the Fish Sticks have since shipped orders to all 50 states and nine countries. They recorded five sellouts last summer and announced that their June 1 season opener sold out on April 23.


Fin Crispy Jr. is the mascot for the DubSea Fish Sticks, a summer collegiate baseball team in Washington. (Photo: Blake Dahlin / courtesy of the DubSea Fish Sticks)

These days, teams that aren’t getting creative with branding can seem a bit stale, said Caputo.

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“Being named for a local animal just feels very 1990s,” he added. “It feels old.”

That’s where sports branding companies come in. In the minor-league baseball space, there are two heavy hitters responsible for most of the new, splashy nicknames: Brandiose and Studio Simon. Team staffers work with designers to brainstorm an identity linked to the local history, industries, cuisine, natural landmarks or traditions.

“Every community has a story waiting to be told, and the goal is that when you visit a sports experience, particularly in minor-league baseball, we want you to step into a whole other world,” Brandiose co-founder Jason Klein said. “We want you to step into a story, a nine-inning vacation as we call it. But that story is the story of your hometown.”

Anchoring each team’s story is its logo, the main character of the narrative. Amarillo Sod Poodles GM Tony Ensor knew that nailing his Texas League team’s logo would be key to winning over naysayers, so he went to Brandiose with detailed instructions.

“I want the mouth to be John Wayne,” he said of the animated black-tailed prairie dog, “and the eyes to be Clint Eastwood.”

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The Amarillo Sod Poodles are the Double-A affiliate of the Arizona Diamondbacks. (Photo: John E. Moore III / Getty Images)

Scher, the Dairy Daddies GM, had similarly specific requests for Studio Simon creative director Dan Simon when molding McCreamy. Simon envisioned the bull as having a dad bod. The response was a swift “no.”

“They wanted him built but not Arnold Schwarzenegger-built. He’s fine-tuned,” Simon said. “This cow was going to be kind of a ladies’ man. Or, in this case, a male cow is a bull. So he’s a cow’s man.”

Partially inspired by McDreamy, the surgeon Patrick Dempsey portrays in “Grey’s Anatomy,” McCreamy also embodies the spirit of another beloved TV character. Simon sees the bull as boasting the charisma of Joey Tribbiani from “Friends” with a facial expression that seems to ask, “How you doin’?”

These flirty, wacky, happy characters do get some blowback for deviating from traditional logos, or for being kitschy tactics intended to sell T-shirts. But Simon, Klein and the teams that proudly play as Sock Puppets, Trash Pandas and Sod Poodles shrug off that notion.

“The sports fans are going to go to the games anyway,” Simon said. “These identities are drawing people who wouldn’t otherwise come, and hopefully when they do come, they go, ‘Hey, this was fun! I’m going to come again!’ It’s not like you drew them in under false pretenses. It’s not that at all. Minor-league and collegiate summer league baseball, it’s fun! It’s fun to go to those games, so you bring in new fans and you’ve made new fans who hopefully come back.”

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The players, whether they’re college athletes trying to get on scouts’ radars or minor leaguers assigned to the clubs by their MLB organizations, also benefit from the increased exposure and engaged crowds.

“I’ve heard from several players that it’s like a little taste of the majors before you actually make it to the show,” Fernandez of the Trash Pandas said. “The old team we had before they moved, we were getting like 200, 300 people a game. It was kinda sad to be at a game because there’d be so many empty seats. Here we’ve led the league in attendance every single season. We average 5,000 people a night.”

Los Angeles Angels starting shortstop Zach Neto, who played 37 games for Rocket City (based in Madison, Ala.) on his path to the majors, had a pair of custom Trash Panda cleats made and said he still rocks the team’s merch.

“We got to play there in an awesome atmosphere every night,” he said. “Even to this day, I still see myself as a Trash Panda.”

The college kids feel it, too. East Carolina catcher Ryan McCrystal, who spent the last two summers as a Burlington Sock Puppet, said the North Carolina community embraced all the players but admitted it can take a bit of effort to convince friends and family you’re playing for a real team.

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“They think it’s a joke, but I think it’s really cool because it’s easier to rally around a team with that kind of name. It’s easier to build up a community around a team name that is something that brings people together,” he said.

“It’s the only sport that you can really do it where it makes sense. It’s something small but beautiful about the game.”

(Illustration: Daniel Goldfarb / The Athletic; top photos courtesy of Rocket City Trash Pandas, Jacksonville Jumbo Shrimp) 

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Mets shouldn't be buyers. They should be aggressive buyers at the deadline

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Mets shouldn't be buyers. They should be aggressive buyers at the deadline

NEW YORK — On Wednesday, in discussing how his bullpen plans shift moment to moment over a nine-inning game, Carlos Mendoza chuckled at the idea of forming a pregame plan and sticking to it.

“I don’t know that there’s ever a time you come up with a game plan and stick to it,” the Mets manager said. “Every time you make an adjustment because the game unfolds. … You have an idea, but then you have to make adjustments.”

Perhaps Mendoza’s boss, David Stearns, should take that advice when it comes to this season.

The Mets entered 2024 with a clear, consistent plan from ownership down to the clubhouse. While they did not possess the high expectations of previous spring trainings, they thought they could be legitimate contenders for the postseason while preserving a sustained window of contention in the future. And here they are, days ahead of the trade deadline, as legitimate contenders for the postseason who have preserved a sustained window of contention in the future.

But after another memorable win Thursday night, a walk-off 3-2 victory over Atlanta that felt like the inverse of so many nightmarish nights at Turner Field, maybe it’s time for Stearns and the New York front office to get a little greedy about 2024. Yes, the Mets are going to be buyers at the trade deadline. But let’s make a case for the Mets to do more than add a reliever in the next week, a case for the Mets to be aggressive buyers like they last were en route to an unexpected pennant in 2015.

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The Mets are good enough

Let’s do some blind resumes for teams on the morning of July 26 over the years.

Blind resumes

Team

  

W

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L

  

Pct.

  

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RD

  

NL Rank

  

GB of Playoffs

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A

56

46

0.549

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85

5

B

55

Advertisement

47

0.539

9

T5

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C

55

47

0.539

49

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T3

D

54

48

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0.529

23

5

E

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50

46

0.521

46

7

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0.5

F

48

51

0.485

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36

10

6

OK, blindfolds off! What do those pretty similar teams all have in common? They all won the pennant.

NL pennant-winners (plus the Mets)

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Team

  

W

  

L

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Pct.

  

RD

  

Advertisement

NL Rank

  

GB of Playoffs

  

56

Advertisement

46

0.549

85

5

Advertisement

55

47

0.539

9

T5

Advertisement

55

47

0.539

49

Advertisement

T3

54

48

0.529

Advertisement

23

5

50

46

Advertisement

0.521

46

7

0.5

48

Advertisement

51

0.485

36

10

6

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They were also pretty aggressive at the trade deadline. I classified the 2018 Dodgers (Manny Machado) and 2022 Phillies (David Robertson, Brandon Marsh and Noah Syndergaard) as All-in Buyers — teams that surrendered significant prospect capital for the present. The 2019 Nationals added three relievers, including the guy who would record the final out of the World Series. In 2021, Atlanta brought in four outfielders, including the NLCS and World Series MVPs. In 2023, Arizona dealt for a closer to better position itself for the postseason.

(For what it’s worth, the 2015 Mets, another All-in Buyer, were 50-48 with a negative-seven run differential on July 26.)

No, the Mets lack the kind of rotation and bullpen you generally rely on to carry you in October. However, New York possesses an offense that appears built for the postseason. As evidenced by its bashing of Gerrit Cole twice in the last month, the Mets’ lineup can go deep with the best of them. Only Baltimore has hit more homers since the Mets’ hot streak started May 30, and they’re tied for fourth in the majors in homers on the season — ahead of everyone but the Dodgers in the National League. On Thursday, New York was in the game against a dominant Chris Sale because Francisco Lindor turned one Sale mistake into two Mets runs.

Homers carry offenses come October. The similarly productive but differently constituted offense in 2022 tied for 15th in the league in home runs, then watched Atlanta and San Diego outhomer it in the biggest games of the season. This Mets offense can swing a short series with its power.

The National League is open

Here’s an important caveat: If I covered the Pirates or the Reds or the Padres or the Diamondbacks, I’d probably be making the exact same case. Because the National League is as open as it’s been in years.

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Los Angeles and Atlanta have been the two best teams in the senior circuit for the last several seasons. Both are enduring more turbulent regular seasons than they’re accustomed to. The Dodgers continue to have health questions about their rotation, a dynamic that doomed them last October. Atlanta’s best hitter and best pitcher are out for the season. Its lineup looks like a shell of what the Mets are used to confronting.

While the Phillies have taken the mantle of the NL’s team to beat, they’re a team the Mets are pretty good at beating. They memorably went 14-5 against Philadelphia in 2022, and even during a down 2023 went 6-7 against it. This year, the Mets are 2-4 against the Phillies. And remarkably, since the start of the 2022 season, New York is 10-3 when facing either Aaron Nola or Zack Wheeler.

The timing actually clicks

It’s really tempting for teams to try manipulating their window of contention — to be cautious this year to put more eggs in a basket down the line. In doing so, however, they often miss the year to win.

The 2015 Mets could have been more cautious: Syndergaard and Steven Matz were rookies, Wheeler was hurt, the NL had several very good teams — surely the Mets’ best chance to advance in October would be down the road? As it turns out, that young rotation was never as healthy or as dominant as it was right then and there, and the Mets’ aggressiveness paid off in a pennant.

(Contrast that with the 2013-2015 Pirates, who never made the big move to push a very good team over the top. They still haven’t won a postseason series since 1979.)

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For the Mets, it’s also fair to ask: What year, specifically, are they waiting for? Injuries to some key prospects this year mean New York won’t head into spring training 2025 planning to give an everyday spot to a talented rookie. The full incorporation of guys like Jett Williams, Drew Gilbert, Luisangel Acuña and Ryan Clifford won’t happen until 2026 — by which point Lindor will be 32 and Brandon Nimmo 33, on the outskirts of their primes.

The goal is to open a sustained window of contention and pounce on legitimate opportunities to win divisions, pennants and championships. The Mets are there. The two players they have signed long-term are having career-best years. Their cornerstone first baseman might not be here next year.

The window of contention is already open.

What does this mean?

Let’s be honest: This is where most columns like this end. There’s all that reasoning for going for it, now it’s Stearns’ job to turn that into something.

But I’d be remiss if I didn’t mention that the current shape of the deadline market makes it difficult to go for it. Teams like the Pirates and Reds and Padres and Diamondbacks are all still in it in the National League, and the number of sellers is tinier than usual. The best starter likely to be traded may not be able to start much more this season. The best reliever likely to be traded has a walk rate you wouldn’t comfortably hit on in blackjack.

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It’s harder to provide the kind of blueprint for the deadline that I do for the offseason because acquisition costs in trades are so much more difficult to project than open-market salaries. So I’ll settle for suggestions that would fit more of an all-in approach.

1. Engage the White Sox on Garrett Crochet with the understanding you’d be acquiring him to pitch out of the bullpen in 2024. The Athletic reported Thursday that Crochet would prefer to stay on a starter’s schedule (albeit with limited innings) down the stretch of this season unless an acquiring team signs him to a contract extension.

As I outlined Thursday morning, the Mets could use a long-term ace. Here’s a 25-year-old left-handed All-Star who leads the league in strikeouts and is interested in a long-term extension. Those all feel like good things. (Like Wheeler, Crochet’s likely arbitration salaries for the next two seasons will be suppressed by his lack of availability up to this point in his career. Thus, a long-term extension would cost less against the luxury tax than it might otherwise.)

Trade for Crochet, extend him and make him a multi-inning reliever with scheduled appearances the rest of the way. Imagine him coming in behind your right-handed starters in the postseason and serving as a one-man bridge to Edwin Díaz. Put him back in the rotation in 2025 and beyond. That might be worth the significant package of prospects it would require, as it would mean the Mets wouldn’t have to dive into the deep end of the starting pitching market this winter for a free agent already in his 30s.

2. If Crochet proves too much, combine a rotation upgrade — chiefly, a pitcher who misses more bats than the current starters — with two additions in the pen and one to the bench.

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In the rotation, Detroit’s Jack Flaherty and Toronto’s Yusei Kikuchi come to mind. Flaherty will cost a good amount, but he too could become a viable option to re-sign.

For the bullpen, one high-leverage lefty should be the priority. Scroll past Tanner Scott to his teammate Andrew Nardi or to The Athletic’s years-long target Andrew Chafin of the Tigers. Another multi-inning arm could help keep the group fresh, as well. Cincinnati’s Buck Farmer or Detroit’s Alex Faedo could work there.

The final piece would be a versatile bench contributor who could protect the Mets against regression or injury at a few different positions. Detroit’s Andy Ibañez, Tampa Bay’s Amed Rosario, Toronto’s Isiah Kiner-Falefa and Oakland’s Abraham Toro could fit that role.

(Photo of José Buttó: Adam Hunger / Getty Images)

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A history of spying in football: Drones, interns at training and kit men in ceilings

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A history of spying in football: Drones, interns at training and kit men in ceilings

Are not even the Olympic Games sacrosanct?

Yeah, you’re right. Probably not, given their long history of judging corruption, state boycotts and widespread doping.

But the news which broke on Tuesday, three days before the opening ceremony and hours before the first action in the 2024 Games’ football tournament, meant that the cherished Olympic values of fair play stood in tatters even before organisers emblazoned that message across the Parisien sky and the River Seine.

That it was Canada who performed such an egregious breach of the rules — by all stereotypes a country known for its people being polite, respectful, laidback and just terribly nice — only adds to the ironic drama.

There are five rings in the Olympic logo — take just two of them intertwined, and they resemble a pair of binoculars.

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So this is what happened…

On Tuesday, at a training session ahead of their opening match of the group stage in Saint-Etienne on Thursday, staff members from the New Zealand women’s football team noticed a drone hovering above them.


Bev Priestman, the Canada coach, watching her team in action earlier this year (Jason Mowry/Getty Images)

They called the on-site police, who detained the device’s operator, who was later revealed to be a staff member from the Canadian team, the reigning Olympic women’s champions, and their opponents in that opener today.

In an initial statement, the Canadian Olympic Committee (COC) apologised — but more was to come.

The following day, it became clear that there had been two drone incidents, with the other taking place five days earlier, on July 19. Now facing severe sanctions, the COC needed to act.

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Joseph Lombardi, an “unaccredited analyst”, and Jasmine Mander, a member of the coaching staff who oversees Lombardi, have been removed from the team and sent home and Canada’s English head coach Beverly Priestman has voluntarily stepped down from being on the touchline for the New Zealand game.

“On behalf of our entire team, I first and foremost want to apologize to the players and staff at New Zealand Football and to the players on Team Canada,” Priestman said. “This does not represent the values that our team stand for.”

That final sentence is a little difficult to justify, given that spying on another team’s training is hardly an accidental action — nobody finds themselves flying a $2,000 piece of tech over their next opponents — twice — by mistake. Rather, it comes as a product of culture and command.

“I am ultimately responsible for conduct in our program,” Priestman added. “Accordingly, to emphasize our team’s commitment to integrity, I have decided to voluntarily withdraw from coaching the match on Thursday. In the spirit of accountability, I do this with the interests of both teams in mind and to ensure everyone feels that the sportsmanship of this game is upheld.”

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This may be new to the Olympics — but spying in football is old business.

Teams sending scouts to watch the next side they are going to play at training probably predates the invention of the offside rule. In fairness, though, we do not know if ancient Olympian Theagenes of Thasos sent emissaries to watch Arrichion of Phigalia working on his moves.


Didier Deschamps, the France head coach, spotted a drone over training at the 2014 World Cup (Martin Rose/Getty Images)

In international football, France men’s manager Didier Deschamps noticed a drone above his players as they trained at the 2014 World Cup in Brazil — it was never discovered which, if any, of their group-stage rivals Ecuador, Honduras and Switzerland it belonged to.

Go back two more decades and ahead of a vital away World Cup qualifier against Norway in 1993, England manager Graham Taylor was so convinced his team were being watched that he moved their training base to a military facility. The issue? That new location was near the house of the chief sportswriter of one of Norway’s leading newspapers, who subsequently published their tactics the next morning. England lost, 2-0, in Oslo, ended up missing out on the 1994 World Cup, and Taylor got sacked.

Similarly, in a case of paranoia outweighing perspective, the Chilean football federation once sent up their own device to destroy a drone hovering over their session before a match against Argentina. It was perhaps football’s first case of aerial warfare since Roy Keane’s infamous tackle on Alfie Haaland. In this case, it turned out the questionable drone was a surveying tool being used by a Chilean telecommunications company.

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But there is one example of spying which did emanate from South America — when, in early 2019, Leeds United’s Argentine head coach Marcelo Bielsa admitted sending an intern to watch the following weekend’s opponents Derby County work on their formation, set pieces and so on. It was not the first time.

“We watched training sessions of all the opponents before we played them,” Bielsa, now Uruguay’s head coach said. In Argentina, this practice was common apparently, and one he had continued after coming to work in Europe.

Derby and Frank Lampard, their manager at the time, were furious. When Bielsa rang the former Chelsea and England midfielder to explain himself, there was no apology — but instead, in broken English, he attempted to remove any ambiguity around the circumstances.

Leeds won the ensuing match, 2-0 — and the following week, Bielsa held an unprecedented press conference for local journalists, 66 minutes long, in which he used a PowerPoint presentation to demonstrate the full extent of the analysis he carried out on opposition clubs.

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For Bielsa, who held open training sessions throughout his time at Athletic Bilbao in Spain, watching teams going through their tactical preparations like this was not spying, but simply gathering information.


Leeds’ Bielsa, centre, admitted spying on Lampard, right, and Derby (Alex Dodd – CameraSport via Getty Images)

It was later pointed out by Leeds fans that, as a player, Lampard has been part of a Chelsea side which profited from similar, um, info-gathering missions.

In an interview with UK newspaper the Telegraph, former Chelsea manager Andre Villas-Boas admitted that, in his time as an assistant at the London club under Jose Mourinho, he would “travel to training grounds, often incognito, and look at our opponents’ mental and physical state before drawing my conclusions”. Chelsea won the Premier League title twice with Mourinho and Villas-Boas in situ.

Given the amount of information that rival clubs can draw on, some coaches are simply not too bothered by allegations of spying. In 2018, German Bundesliga side Werder Bremen used a drone to spy on Hoffenheim — but Hoffenheim’s coach Julian Nagelsmann, now manager of Germany’s national team, brushed off its impact.

“I’m not really angry at the analyst doing his job,” Nagelsmann said, before adding it was “commendable” that Bremen were going to such lengths to try to win.

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Similarly, in the aftermath of the Leeds incident, former striker Gary Taylor-Fletcher recalled an incident from his Lincoln City side’s 2003-04 League Two play-off semi-final second leg away to Huddersfield Town.

While the Lincoln players were receiving their half-time team talk, Taylor-Fletcher tweeted, a polystyrene ceiling tile broke and then fell down — revealing the sizable heft of longtime Huddersfield kit man Andy Brook listening from the cavity above. Lincoln went on to lose the tie, while their opponents lost their dignity — but did end up getting promoted. And Taylor-Fletcher can’t have been too annoyed because, a year later, he left Lincoln for… Huddersfield.

Football is not alone in this sort of espionage — and other sports can be much more high-tech.

The McLaren Formula 1 team were given the largest fine in sporting history — $100million — and thrown out of the sport’s 2007 Constructors’ Championship after senior engineer Mike Coughlan received technical design documents which had been leaked from rivals Ferrari.

There have also been several high-profile incidents in American football.

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Also in 2007, the New England Patriots, the most successful NFL team of recent years with six Super Bowl wins since the turn of the century, were punished for recording the defensive signals given to players during a game by coaches of the New York Jets. New England’s legendary head coach Bill Belichick was fined $500,000 — the maximum allowed by the league, and the most in NFL history — while the team were denied their first-round pick in the following year’s player draft.


Belichick in 2007, when his team were caught recording the New York Jets’ defensive signals (AP Photo/Mel Evans, File)

Does cheating prosper? Well, New England won all 16 games in the 2007 regular season — but were surprisingly beaten in the Super Bowl by the New York Giants.

And it’s not just the professionals in the gridiron game. Last October, the University of Michigan’s head coach Jim Harbaugh was suspended over a similar sign-stealing scandal which quickly escalated to involve allegations also levelled at several other college teams. Harbaugh was banned for several games, but Michigan went on to win the U.S. college national championship on his return. Harbaugh has since moved on to become head coach of the NFL’s Los Angeles Chargers.

So this is the bottom line: teams cheat.

In a multimillion (or even billion) dollar/pound/euro industry, marginal gains like those detailed here are worth the risk of detection. For every Canada, Leeds and Michigan caught, there are clubs and sides whose operatives get away with it.

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Widespread but not necessarily endemic, it is both serious and not serious, funny and infuriating, the natural by-product of a game being taken as lifeblood.

Back in the ancient Olympics, contemporary accounts reveal athletes being bribed to say they were from certain city-states rather than others — facing a potential punishment of public flogging if they were caught.

Things have not really changed — and the punishment, at least to the guilty party’s public reputation, is not so different either.

Teams are willing to run that risk.

(Top photos: Getty Images; design: Eamonn Dalton)

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Esteban Ocon joins Haas F1 for 2025 season

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Esteban Ocon joins Haas F1 for 2025 season

Esteban Ocon will race for Haas in Formula One from 2025 after signing a multi-year deal with the American team.

Haas announced on Thursday ahead of this weekend’s Belgian Grand Prix that Ocon, 27, would complete its line-up for next year alongside British rookie Oliver Bearman, who will graduate from Formula Two.

The Frenchman will become the first grand prix winner to race for Haas, and the move sees him reunite with Ayao Komatsu, Haas’s team principal, who served as his engineer for his maiden F1 test with Lotus back in 2014.

Ocon said in a statement that he and Haas had enjoyed “honest and fruitful discussions these last few months” about the future, and that he would be “joining a very ambitious racing team, whose spirit, work ethic, and undeniable upward trajectory has really impressed me.”

The move means Haas will run an all-new F1 line-up for 2025 as Ocon and Bearman replace Nico Hulkenberg and Kevin Magnussen, both of whom were already confirmed to be leaving the team.

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Oliver Bearman announced as Haas F1 driver for 2025 season

“The experience he brings, not just from his own talent base but also from working for a manufacturer team, will be advantageous to us in our growth as an organization,” Komatsu said of Ocon.

“It was vital we had a driver with experience in beside Oliver Bearman next year, but Esteban’s only 27 — he’s still young with a lot to prove as well. I think we have a hungry, dynamic driver pairing.”

What led Ocon to Haas?

Since Ocon announced in June that he would be leaving Alpine upon the expiration of his contract at the end of the season, Haas has always looked like his most likely destination.

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Ocon was always going to be part of what is proving to be a very fluid F1 driver market for 2025, offering race-winning experience to any interested teams after his shock victory for Alpine at the 2021 Hungarian Grand Prix.

There were talks with a number of teams over a potential drive for next year, with Williams previously holding an interest in him as an alternative to its top target — Carlos Sainz.


Ocon is currently racing with Alpine (Bryn Lennon – Formula 1/Formula 1 via Getty Images)

But it became clear in recent weeks that a deal with Haas was close to being finalized, particularly after the team confirmed Magnussen’s departure in Hungary.

Ocon said last week it was “very clear what our intentions are for the future,” with the hope of getting a deal announced before the summer break, which starts next week.

He will join a Haas team currently enjoying an upswing in performance under Komatsu. It lies seventh in the constructors standings, and has already scored more than double its points tally from the entirety of last year.

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A fresh start for Ocon

The move will serve as a new beginning to Ocon, whose final season with Alpine has proven to be a frustrating one.

Between the team’s lack of performance and tension with teammate Pierre Gasly that flared after their collision on the opening lap in Monaco, there was always the feeling a chapter was ending, even prior to news of Ocon’s departure.

This move will end Ocon’s long-standing relationship with the Enstone-based team, known previously as Renault and Lotus, which began more than 10 years ago. He joined their junior academy at 14, but their financial issues led Mercedes to take him under its wing.

Mercedes helped Ocon get onto the F1 grid in 2016 and quickly win praise for his performances and consistency while driving for Force India, leading to him even being a consideration for a Mercedes F1 seat in 2020 as teammate to Lewis Hamilton.

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But he was never seriously on Mercedes’ radar this time around as they look to replace Hamilton, with the vacant seat likely to go to its 17-year-old protege, Andrea Kimi Antonelli, who is racing in F2.

With Haas, Ocon will get long-term stability and, for the first time in his career, have the chance to help build a team up by serving as the experienced head alongside a much younger teammate in Bearman.

(Andrea Diodato/NurPhoto via Getty Images)

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