Michigan Business Beat | Sam Connell, Battle Jacks, Minor League Regional Branding, Growth Strategy!

Chris Holman welcomes Sam Connell, New General Manager, Battle Creek Battle Jacks. Welcome Sam, please share some of your career leading up to being named a baseball GM last September? » Visit MBN website: www.michiganbusinessnetwork.com/ » Subscribe to MBN’s YouTube: www.youtube.com/@MichiganbusinessnetworkMBN » Like MBN: www.facebook.com/mibiznetwork » Follow MBN: twitter.com/MIBizNetwork/ » MBN Instagram: www.instagram.com/mibiznetwork/ Home of Southwest Michigan Baseball, Building the Future From a Historic Home Battle Creek Battle Jacks Announce New Tagline and Tease Alternate Identity for 2026 Battle Creek, Mich. (January 16, 2026). The Battle Creek Battle Jacks today announced a new official tagline that will guide the organization into its next chapter, while also previewing plans for a Southwest Michigan alternate identity to be introduced during the 2026 season. As the Battle Jacks prepare to enter its fifth season since the rebrand from the “Bombers”, the announcement reflects a moment of reflection, pride, and purpose for the organization and the community it serves. Beginning in 2026, the Battle Jacks will officially carry the tagline: Battle Creek Battle Jacks. Home of Southwest Michigan Baseball. The new identity represents more than a branding update. It signals a renewed commitment to Battle Creek, recognition of the city’s deep baseball roots, and a long-term vision that positions the ballpark as the gathering place for baseball fans across the entire Southwest Michigan region. “This moment is about clarity,” said Owner and President Scott Miles. “Southwest Michigan is -*the region we serve. Battle Creek is the home that defines it. Our ballpark stands on some of the most historic baseball grounds in the Midwest. Hall of Famers played here in their early years. Generations of families have come through this park. Past teams wore Southwest Michigan across their chests because Battle Creek had earned that identity.” A Home Built on History Baseball in Battle Creek did not begin with the Battle Jacks. For decades, Bailey Park and historic C.O. Brown Stadium in Battle Creek have stood among the Midwest’s most important amateur baseball venues. Long before the Battle Jacks took the field, the park hosted professional baseball, championship teams, and a who’s who of Michigan baseball royalty. From future Hall of Famers like Derek Jeter and John Smoltz in the earliest stages of their careers to countless unforgettable summer nights, the ballpark helped shape the baseball culture of Michigan. Families traveled from communities across Southwest Michigan to watch the game played here. Players grew up dreaming of stepping onto this field. Teams proudly represented not just a city, but an entire region. Calling Battle Creek the Home of Southwest Michigan Baseball is not a marketing slogan. It is recognition of what has already been true for generations. “This ballpark is sacred ground,” Miles said. “When you walk into Bailey Park, you feel the history. Our responsibility is to protect that legacy while building something that honors it and carries it forward.” A Natural Evolution in Year Five When the Battle Jacks rebranded in 2021, the team’s original tagline, Fans Best Friend, captured the warmth, accessibility, and family-first spirit that defined the franchise’s early years. That identity will continue to serve a meaningful purpose within the organization. “That foundation mattered,” said General Manager Sam Connell. “As a young organization, that identity helped us build trust and connection. It reflected who we were at that moment.” Now entering the fifth season, the organization has grown, expectations have grown, and the role the team plays in the community and across the region has grown as well.