With over a 3 million person waitlist, the Savannah Bananas have captured themselves worldwide attention for their marketing strategy. This once-struggling collegiate summer league team faced empty stands, dwindling fan interest, and finance turmoil. With only $268 left in the bank account and one last push for success, they transformed into a touring sensation focused on “Fans first, and entertain always.”

A Team On the Brink

The early days of the Savannah Bananas were anything but sweet. Owned by Jesse and Emily Cole, the team was previously known as the Gastonia Grizzlies located in North Carolina. The Coles’ quickly fell in love with Savannah, and moved there in late 2015 to start a new Coastal Plain League (CPL) team. For a while, the team faced sparse crowds with only a couple of hundred attendees each week and were struggling to financially stay afloat. 

The Man in the Yellow Suit

Enter Jesse Cole, a former ballplayer known for his yellow tuxedo and showman’s heart. When he started, his accounts were over-drafted and eventually had to sell his house to keep the team alive. Everything changed in 2016 when he rebranded the team as the “Savannah Bananas.” The bold name grabbed media attention from CBS, NBC, and ESPN, kicking off a transformation from a struggling team to a world-class marketing case study.

To fill the stands, Cole had to think outside the box. He came up with “Flatulence Fun Night.” A night where they gave out whoopie cushions, had a farting contest, and if anyone wore their underwear outside of their pants, they would get a free ticket. The players would even do choreographed dances in between innings! “We can no longer be a baseball team. We have to be a circus, and maybe a baseball game will break out,” Jesse said. 

Cole realized fans wanted more than baseball—they wanted unforgettable entertainment. So, he threw out the rulebook and created Banana Ball: fast-paced, fan-focused, and wildly entertaining.

“When you build a sport, you can create a movement,” says Jesse.

Not just a game–a marketing masterclass

The Savannah Bananas market themselves as a “circus baseball team,” focused on “Fans First. Always,” approach. If it doesn’t entertain, it doesn’t stay.

Jesse Cole harnesses social media not just for promotion, but for genuine engagement—replying to fans, sparking interaction, and building community.

He’s also a master of word-of-mouth marketing. “Fanbassadors” spread the brand through personal networks, while quirky stunts, dance-offs, and themed nights generate buzz and loyalty. By partnering with local businesses and involving fans in every game, the Bananas create viral, memorable moments.

“Imagine what the best possible fan experience is and do that. Don’t settle for the way things have been done before,” says Cole. 

When you stand out, you win

This bold branding didn’t just go viral, it changed the game. What started as a last-ditch effort to save a baseball team became a true brand love-story in modern marketing, emotional storytelling, and unforgettable branding. Today, the Savannah Bananas receive hundreds of invitations to perform in some of the country’s biggest stadiums and continue to catch the attention of major media outlets like ESPN and Good Morning America. 

Whether you’re a marketer, business owner or entrepreneur, the Savannah Bananas prove one thing: Standing out beats fitting in. They didn’t try to compete with the big leagues. They created a league of their own. 

Do you need help rebuilding your brand or creating disruptive marketing campaigns? We’d love to hear from you if so Contact Us at Bodhi and Co. using our ‘Contact Us’ form, or email Dani – Dani@wearebodhiandco.com.