Long Beach’s new professional baseball team finally has a name. In fact, it has two.
The franchise unveiled a dual identity Wednesday, confirming the minor league team will be called the Long Beach Coast and Long Beach Regulators.
Long Beach Mayor Rex Richardson confirmed the names Wednesday as he teased the reveal of the city’s new baseball team, which is partly owned by Long Beach’s own Warren G. The rapper has long championed the name “Regulators” for the team, inspired by his 1994 hit.
After the public was invited to vote for the name, “Regulators” was proved to be the heavy favorite, receiving the highest number of votes.
But the team’s president Ena Patel said despite the voters’ clear choice, the organization believed the Long Beach Coast best reflects the city’s 11 miles of shoreline and its shared identity based on focus groups and community outreach.
“We tried to make it clear it was one factor in the broader branding decision,” Patel said.
With the name “Regulators” dominating fan support, the team created an “alter ego,” comparing it to Bruce Wayne and Batman.
“The Coast is Bruce Wayne, and Batman, for us, is the Regulators,” Patel said.
Warren G has appeared in a video, backing the plan and saying the team will play weekly games as the Regulators.
NBC Los Angeles reached out to the rapper’s representatives but did not hear back.
While team officials touted that the decision to give the team two names was a bold branding move, one marketing expert said alter egos only work once a brand is firmly rooted.
“It’s branding 101. When your brand is established, then you can extend it,” Ravi Sawhney, a marketing expert, said.
Fans online said the two names feel confusing. Some wondered whether the names risk diluting the team’s identity before Opening Day.
When asked which name is likely to stay, Patel said she couldn’t definitively give an answer.
“Who knows what happens in the future?” she said.
With the inaugural season set for this summer at Blaire Field, the pressure is on for the team. Whether fans embrace one name or both remains to be seen.
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