The Savannah Bananas, a Harlem Globetrotters-style version of baseball (but much bigger and far more creative), have reached astronomical levels of growth. Forget baseball stadiums — the Bananas now play in football stadiums, even hosting over 80,000 fans at Clemson’s Memorial Stadium last year. And if you’re thinking about seeing them live, good luck. The team’s reported waiting list is more than four million names deep, with only a lucky few securing the chance through the occasional digital lottery.
How did a once-obscure summer league team morph into one of the biggest entertainment brands in sports? The answer lies far beyond the diamond. At the heart of the Bananas’ rise is owner Jesse Cole’s fanatical “Fans First” philosophy — a relentless focus on delighting audiences at every touchpoint. The Bananas aren’t simply selling baseball; they’re designing unforgettable experiences. Every moment, from the ticket email to the dancing umpire, is engineered around what the fan will feel.
Cole doesn’t guard his ideas like trade secrets, either. He shares them generously through social media, podcast interviews, speaking appearances, and his books. One of his favorite practices — and mine — is something he recently spotlighted on 60 Minutes: the “OTT session.”
Each week, the Bananas gather the marketing team, players, and broadcast staff for what they call their “Over-The-Top” brainstorming meetings. The goal isn’t practicality; it’s pure creativity. Every participant contributes wild, unexpected, or delightfully absurd ideas — from choreographed player entrances to mid-inning weddings or trick-pitch theatrics. Most ideas never leave the room, but the culture of fearless experimentation ensures the ones that do are electric. The Bananas understand that consistency plus surprise equals loyalty.
Cole takes the practice even further with his personal “idea book,” in which he’s written down ten new ideas every day since 2018. That’s not just creative output — it’s a declaration of values. As Cole often reminds audiences, “Ideas are everything.”
For brand leaders and marketers, there’s a lot to learn from this approach. The Bananas’ success proves that breakthrough ideas come from unrestrained collaboration, constant curiosity, and a deep understanding of what audiences feel, not just what they consume. Utilize free-wheeling sessions to brainstorm new ideas that mesh with your brand, then consider a well-designed research program to generate, test, and refine bold ideas that put consumers first and turn casual users into raving fans.
