New Name, Logo and Jerseys to Be Unveiled Nov. 17

PRESS RELEASE – As part of its rebranding process, the Reading Phillies, Double-A affiliate of the Philadelphia Phillies, announced on Sunday that the franchise would be changing its team name after 46 years.

The franchise’s new name, logo, and jerseys will be unveiled at 12:30 p.m. on Saturday, November 17th at the Name Change Announcement to be held at FirstEnergy Stadium. The event will run 11:30 a.m. to 1:30 p.m.

“Since 1967, the Reading Phillies have been proud affiliates of the Philadelphia Phillies,” said Reading General Manager Scott Hunsicker. “Our relationship is the longest affiliation in the minor leagues and there has never been a better time to be a Phillies affiliate.. Considering the heritage and fun nature of Baseballtown, our entire front office is extremely anxious to unveil and share our new name with everyone on November 17th.”

Fans will have the chance to be the first to find out the new name and rebranding information by signing up for the newly-launched Baseballtown Insider. The Baseballtown Insider is catered to fans who want to receive breaking news about everything Baseballtown before it is released to anyone outside the organization. Subscribers to the newsletter will also receive special discounts and additional perks just for signing up. Those interested can register here.

Members of the Baseballtown Insider will receive the rebranding details prior to being announced at the event on November 17th. In addition, only Baseballtown Insiders will be invited to the Name Change Announcement.

The Name Change Announcement will be held in VIST Bank Plaza at FirstEnergy Stadium on Saturday, November 17th and is only open to those who subscribe to the Baseballtown Insider. Additionally, members of the newsletter will receive FREE hot dogs, hot chocolate, and soda throughout the event.

During the event, various events and activities will be held in order to celebrate the team’s new era. A schedule of events is listed below:

• 11:30 p.m. to 12:00 p.m. – Holiday Photos On-Field at FirstEnergy Stadium
• 11:30 p.m. to 12:30 p.m. – Free Phunland
• 11:30 p.m. to 12:30 p.m. – Performance by Grammy Award-winning guitarist David Cullen
• 11:30 p.m. to 1:30 p.m. – Visit Santa Claus with Photo Opportunity
• 11:30 p.m. to 1:30 p.m. – Hillbilly Hoff’s Baseballtown Yard Sale

Before the Name Change Announcement, the Reading Phillies are inviting all fans, season ticket holders, and current and former employees to march in that morning’s Reading Holiday Parade in the “Final March of the Reading Phillies”. The parade will lead right to FirstEnergy Stadium for the Name Change Announcement that afternoon.

Announced in late October, Reading’s rebranding will be handled by sports marketing firm Brandiose. Based in San Diego, California, Brandiose has dreamt up unique team names, mascots, and looks across Minor League Baseball. They have designed the logos for the Harrisburg Senators, Lehigh Valley IronPigs, and Richmond Flying Squirrels as well as reimagining the look of the Cincinnati Reds, America’s oldest baseball club.

The Reading Phillies and Philadelphia Phillies continue their long-standing affiliation when the team opens up its home season on April 12th against the Erie SeaWolves at FirstEnergy Stadium. Season ticket and mini-plans for the 2013 season can be purchased online at, by phone at 610-370-BALL, and in-person by visiting the R-Phils Ticket Office at FirstEnergy Stadium.

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Thanks to Chris Rosenberg for the news.


Filed under Branding & Marketing

16 responses to “New Name, Logo and Jerseys to Be Unveiled Nov. 17

  1. in the know

    Its getting a bit ugly in Reading as the team posts tryouts for their PA job based on comments made by the current PA announcer-a 35 year employee. The team is claiming its just protecting himself in case he quits. More alarming are comments fans are making of pulling back support for the team.

  2. Other than being a nickname for the Phillies, I’m not sure the “Fightins” has any regional significance.

    • ballparkbiz

      The more we dig here, the more it looks like the team is just adding “Fightin” to the current or updated branding to give it a little kick. Depending how it is used in the logo(s) will likely determined how fired up fans will feel after the unveiling. If it is still the Reading Phillies with “Fightin” sprinkled in the logo(s) somewhere, they should be fine, as long as the logo(s) and unis are cool.


  3. Chris

    The Phillies top priority for their minor league affiliates for the last decade or so has been proximity to the parent club, so I doubt the name change will have any affect on that relationship. The financial health of the Reading Phillies is only good for the Phillies, as it ensures the quality of the facilities where their players are developing.

    I agree with the previous commenter who said that not involving the fans is a major misstep here. A large part of Reading’s appeal for me is the traditional experience with a classic ballpark with a time-honored name and it’s links to the franchise’s history on proud display everywhere. I also think that the fan experience at Reading is among the best in the minors. To mess with history, and then not involve the fans in making this change, seems a bit tone deaf. My hunch is that if they conducted an honest fan vote for the team name for 2013, the winner would be Reading Phillies.

    I’ve never been to a Reading game where the stands weren’t packed, so this really smacks of change for change’s sake, especially if you are to believe Hunsicker’s comment that this isn’t about merchandising revenue.

    • Something just feels very fishy here. If Hunsicker is telling the truth about it not being about merchandising, then what’s the reason for the name change ? I have yet to hear one compelling reason. It really is insulting to the fans who have been some of the most loyal and passionate in the country. Even without a glossy new ballpark, fans have been packing the place for years. And now they are going behind the backs of the fans and picking a new name ? It just makes no sense.

      One has to wonder if MiLB or the Philadelphia Phillies are forcing this change.

      • ballparkbiz

        Well, it’s more than just about merchandise. It’s about the buzz and generating more interest in the club to put more butts in the seats (to bump up ticket and concessions revenues) and attract more advertisers. Indeed, the R-Phils already do quite well with attendance and sponsorships, but there is always room for one more fan and one more sign. That said, don’t be surprised if this is a big publicity stunt, and we simply see new logos and unis introduced. “We have heard your voices loud and clear, Reading fans, and the Phillies name is now safe and secure for decades to come.” Now, I have no reason to believe this is a hoax; I’m just saying I wouldn’t be surprised.

        Until the unveiling, I will continue my quest to uncover the new name, if there is one. So far, no Reading Rockets, Wrens or Riffs.


      • ballparkbiz

        I Barely started looking, and I come across this article claiming the new name is the “Reading Fightins”: and were both registered in August.

        Maybe someone locally could explain the significance.


  4. Fred Leonard

    This is the biggest pile of double-talk I’ve ever seen. Hunsicker gushes about the Phillies and teams relationship with the Phillies and then announced this move to weaken that association. I have to wonder if the Phillies are planning to sell the R-Phils.

  5. And of course, as soon as I post that, I look at the picture and of course it is Brandiose. I guess that wasn’t the argument. I guess I should read the press release a little more closely…

  6. I’m positive that Brandiose is involved with this rebrand. They have been very vocal in their support of Reading on The Clink Room blog and they have been working very closely together all season with the Baseballtown stuff and other events. They even did a thing with a local school where they had the kids draw up logo ideas and then created those logos for them (best idea, ever. I would have freaked for that).

  7. It would not surprise me if the “new name” would be only a change of the nickname of the club. The team name would stay “Reading Phillies” with the “R-Phils” nickname being changed to something different. The party attached to it will be a chance to sell concessions on the site and tickets for the year.

    • DanRodriguez804

      I hope you’re right. No one is happy and quite livid on the Facebook page. It would be odd to rename a team without a contest, but they aren’t doing anything to refute it despite the backlash.

  8. Wow, I really don’t get this move. Any idea why they would do this ?

    • ballparkbiz

      I have never been a fan of an affiliate club taking (or keeping) the name of the parent, but it works in Reading. Quite frankly, I thought they were just going to create new primary and secondary logos and unis, not change the name. The only reason to do this is to create new buzz and sell more merchandise.

      It wasn’t that long ago that the R-Phils worked with Plan B Branding (now Brandiose) to spruce up Reading’s look. They did an okay job (although the “R” with the star reminded me of the backwards “R” with the star from Toys R Us), and the colors have worked to create that festive, circus/carnival-like “feel” that can help drive attendance. They need to be very careful here. In particular, they shouldn’t mess with the very basic but appealing red and white stripes sported by the Crazy Hot Dog Vendor ( — a color scheme and style that flows from the current branding.


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