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New SWB ballpark, new team branding?

Scranton/Wilkes-Barre YankeesA new team name and branding could be in the offing for the Scranton/Wilkes-Barre Yankees (Class AAA; International League) once the team moves to a renovated PNC Field in 2013.

The promise to look at the team name during a period of intense chance came from New York Yankees COO Lonn Trost during yesterday’s groundbreaking ceremony to mark the beginning of the reconstruction of PNC Field. 

“Maybe that is the way we should do it not only for the brand, but because that is what the fans want,” Trost said after explaining many fans had asked about whether the team’s name could be changed in upcoming years.

The team’s name has been an issue; the original Red Barons moniker has been surprisingly popular in retrospect, and although the Yankees and Mandalay get points for helping save the team, this is still Phillies territory. So a more neutral name, something with a tie to the area, may fly better.

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