The world’s biggest sporting event is underway across the continent and the sports vibes are elite. We’ve already seen some classic World Cup upsets with Spain unable to score against Cabo Verde. We saw a thriller between Netherlands and Japan that ended 2-2. But I think my favorite thing that has happened in the World Cup so far was visible at the only ballpark in the country that rivals Wrigley Field as Scottish fans descended on Fenway Park over the weekend creating an environment at a Rangers vs. Red Sox game in June that rivaled the postseason and reminded me of my experience at the World Baseball Classic in March.
The Red Sox made one of the best marketing decisions any baseball team has made in years when they decided to offer a Scotland kit Red Sox giveaway while the Scots were playing in Boston. The Scots might have shown up at Fenway Park anyway, but this ensured they would. And boy, did they ever show up:
Not only did they show up, they were ready to party. With all due respect to the midwest and tailgate culture, Boston isn’t exactly a slouch when it comes to drinking culture. Boston bars indicated they were well-stocked, having ordered three times the inventory they normally anticipate for St. Patrick’s Day. The Scots drank the the bars dry:
Noelle Somers, chief operating officer at Hennessy’s Bar in central Boston, highlighted the scale of the phenomenon, stating that trade following the Scotland v Haiti match had tripled that of St Patrick’s Day.
She told the Boston Globe: “We’ve been here for over 30 years and we’ve never seen anything like it.”
The bar ran out of beer on Sunday night before being restocked on Monday morning. Another delivery is due on Thursday, ahead of the Scotland vs Morocco match on Friday evening.
Brewing company Sam Adams has also seen its Boston taproom running dry over the weekend as demand for its Boston lager was four times higher than during a holiday period.
The result was an incredible night at Fenway Park, and everyone understood the assignment. The Red Sox organist researched Scottish chants and songs before the game. Yes, you absolutely need to see the results:
The full stadium sing-a-long is an unrivaled experience, and filling up a baseball park with soccer fans turns out to be the perfect storm for a lot of full stadium sing-a-longs. I’m talking about more than “Take Me Out to the Ballgame.” A couple of seasons ago when the Cubs looked like they might almost make it to the playoffs, but were flirting with elimination late in the season the DJ at Wrigley Field started playing Bon Jovi’s “Livin’ on a Prayer” late in games. Every now and again everyone would sing along. It was great. Fenway already has “Sweet Caroline” in the eighth inning, but on Sunday night they also had this:
The Scots were pretty clearly cheering for the home team, but the atmosphere was so electric, even the Rangers were appreciative of it:
Baseball needs more of this. I hope other host cities have giveaways planned to include their guests at the ballpark in similar ways during the World Cup. If they don’t already, they would be well-served to do it immediately. I can’t imagine there’s a Scot alive who won’t be a Red Sox fan for life after all of that.