A slice of pork roll, an egg and a wedge of cheese walk onto a minor‑league baseball field to compete in a footrace.
This isn’t a cheap dad joke. It’s at the heart of what makes the Jersey Shore BlueClaws a quintessential example of bringing a distinctly New Jersey touch to sports and entertainment.
It’s also something fans see at nearly every game at ShoreTown Ballpark in Lakewood.
The BlueClaws, now a High‑A affiliate of the Philadelphia Phillies, are Jersey through and through. They have been since the club, formerly known as the Lakewood BlueClaws, underwent a brand refresh in 2020 under new ownership.
“It gave us the opportunity to truly identify as a regional brand and pull in Monmouth and Ocean counties officially,” BlueClaws General Manager Bob McLane said.
And to promote New Jersey.
ShoreTown Ballpark is designed to feel like a Jersey Shore town.
There’s a nine‑hole miniature golf course in right field, boardwalk‑style games in center field and firepits along the left‑field concourse.
And for anyone familiar with locals’ annoyance toward out‑of‑towners who crowd Shore towns every weekend, Sunday games feature a matchup between the “Bennys” and the “Locals.”
It’s all in fun — which is exactly what minor‑league baseball is meant to be.
“We want to be known as the unofficial front porch of the community, where people can come with their families, forget about the outside world and enjoy a three‑ to four‑hour vacation,” McLane said.
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The BlueClaws opened the 2026 season Tuesday against the Brooklyn Cyclones — a Mets affiliate — and play them three more times during a weekend series that begins tonight.
The six‑game stretch represents more than just the start of the season. It marks the beginning of the franchise’s 25th Anniversary campaign.
And the BlueClaws aren’t holding back.
In keeping with the unofficial rules of minor‑league marketing, fans were front and center on Opening Night. The ceremonial first pitch became a relay involving 25 fans, each selected at random.
It was a hit.
“Admittedly, I was nervous,” McLane said. “There were a lot of moving parts, but it went really well.”
Fan interaction continued throughout the game, with children invited onto the field between innings to race and “dress like a BlueClaw” for prizes, T‑shirts launched into the stands and a steady stream of on‑field entertainment.
The creativity extends to the souvenir stand.
Alongside traditional hats, shirts, jerseys and pennants were several Jersey‑branded designs, including;
- a Liberty Bucket hat as a nod to the Phillies affiliation and America’s upcoming 250th anniversary;
- a J‑S logo featuring the silhouette of the state — a clear declaration that Central Jersey exists;
- the Pork Rollers, featuring a bowling‑ball‑shaped slice of pork roll honoring the area’s history of producing elite bowlers;
- and the Beach Badgers, a tongue‑in‑cheek reference to New Jersey’s beloved — but not always free — beaches.
“They add a unique element to what we have going on,” McLane said.
They also provide valuable sponsorship opportunities.
One hat, the Jersey Tomatoes, features a sunglass‑wearing tomato created in partnership with Jersey Fresh to promote the Garden State’s famed produce.
In minor‑league baseball, marketing is the game within the game.
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Cows are one of the first things fans notice upon entering ShoreTown Ballpark. Yes — cows.
Why cows at a beach‑themed ballpark? The answer is simple: Chick‑fil‑A.
Nearly every part of the ballpark is sponsored by local, state and national companies. Billboards line the outfield walls; logos appear along the concourse; banners hang in the seating bowl; and individual spaces throughout the facility carry brand names.
Even the moments are sponsored. RWJBarnabas Health sponsors each at‑bat and the premium luxury suite behind home plate. Silver Bay Bagels sponsors the pork‑roll‑egg‑and‑cheese race. And if a BlueClaw hits a home run into a designated area, fans in attendance receive a free Chick‑fil‑A sandwich.
Want to do biz with BlueClaws?
For sponsorship and promotional opportunities with the Jersey Shore BlueClaws at ShoreTown Ballpark in Lakewood, please contact Rob Vota, Chief Revenue Officer at [email protected] or call 732-415-2209.
McLane said the BlueClaws provide opportunities for businesses looking to put their brand in front of the more than 450,000 fans who attend games and events at ShoreTown Ballpark each year. And that the organization has deliberately built sponsorship opportunities at every level, ensuring companies of all sizes can participate.
If a local plumber wants ad space, there’s an option they can afford. If a regional business wants outfield signage, that’s available too. And for companies interested in joining, a QR code posted in the ballpark leads directly to sponsorship information.
“One of the best parts about partnerships with our team is that we’re fortunate enough to be nimble,” McLane said.
The team regularly surveys fan recognition to evaluate sponsorship performance and communicates with partners throughout the season to maximize value.
“We pivot, we change, we adapt and we evolve,” McLane said. “That’s something we take pride in doing.”
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The BlueClaws also reflect the broader changes in minor‑league baseball since 2021, when MiLB formally partnered with Major League Baseball.
While the restructuring led to the elimination of several franchises and introduced league‑wide sponsorships — such as the Strauss logo now seen on every minor‑league helmet — some worried the changes would diminish the uniqueness of the minor‑league experience.
McLane views it differently.
“They’ve been awesome to work with,” he said.
While some national sponsorships filter down from MLB, McLane said the BlueClaws still maintain ample inventory for local partners. Potential conflicts between national and local sponsors are discussed when necessary, but those situations have been rare.
And national brands don’t preclude local deals.
The Chick‑fil‑A partnership, McLane said, is a local agreement.
Behind it all is ownership — and stability.
The Jersey Shore BlueClaws are owned by a four‑member group of New Jersey‑based investors: Art Matin, Bill Luby, Bob Tamashunas and John Ferguson. The group took over the franchise in 2017, bringing both minor‑league experience and a long‑term vision.
“They are wildly supportive and patient, which is fantastic,” McLane said. “They know and understand the industry and honestly couldn’t be better people. They’re exactly what you’d want in a well‑put‑together ownership group.”
While ownership leads major initiatives, McLane said they also trust their front‑office staff and embrace new ideas.
“It’s a really good balance,” he said.
At a ballpark where pork roll races draw cheers, sponsorship cows roam the concourse and banners celebrate all things Jersey, the BlueClaws don’t just sell baseball.
They sell New Jersey — and 25 seasons in, that formula is still winning.
