How Minor League Baseball Teams Hype Hyper-Local Food

Hipolito “Paul” Cerda was busily churning out churros at San Jose’s Excite Ballpark. Next to him, a vendor sold the orange-and-black jerseys and hats of the minor league San Jose Giants. But their hottest merchandise did not sport the team’s normal name and logo. Instead, they featured a churro-shaped mascot swinging a cinnamon-stick bat. The players on the field, smacking home run after home run against the Stockton Ports, all wore jerseys emblazoned with their alternative name: the San Jose Churros. The churro mascot on their caps also wore a…

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