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Moving from "maximize profit" to optimize profit and the common good

Better Capitalism in Action: The Savannah Bananas

Updated: Jul 11

Note: Our Better Capitalism blog post schedule is evolving to a bi-monthly format after this week. We will continue providing the same insightful teaching, commentary, and advocacy for a better capitalism, while directing energy and resources to additional services that advance our mission. Thanks for being a part of this Journey.


It's midsummer, which means that baseball season is in full swing. It's also time to once again recognize a business that applies the principles of better capitalism to its operations. What could be more fitting then, but to find a place where baseball and better capitalism intersect? That convergence is found, not in the MLB, but rather in a new and rising star in the sport: the Savannah Bananas.


History of the Bananas

In 2016, the Bananas started in Savannah, Georgia, as part of the Coastal Plain League, a collegiate summer baseball league that features college players from across the United States. The owners, Jesse and Emily Cole, set out to create a team that would not only play baseball but also prioritize fan interaction and entertainment. They implemented a variety of unconventional ideas to achieve this, including a focus on fun and a family-friendly atmosphere.


Unlike the traditional format, the team’s games featured a mix of baseball and entertainment, including live music, dance contests, and quirky promotions. This approach led to a significant increase in attendance, as fans were drawn not just to the game itself but to the overall experience. The Cole's vision transformed the normal (and sometimes listless) experience of attending a baseball game into something more exciting and engaging for fans of all ages.


Image Credit: Channel 11 ABC News


One of the most notable aspects of the Savannah Bananas is their commitment to a "never-ending" entertainment experience. This includes the introduction of unique rules and concepts that differentiate them from typical teams. For example, they have adopted a "Banana Ball" format, which includes rules designed to speed up the game and keep fans engaged. These rules include a two-hour time limit for games, mandatory stealing of first base, and a strict no-walking rule, which has led to a more dynamic and fast-paced style of play.


For the Fans

There is no question that the style and content of Banana Ball is fan focused. Besides the entertainment of the game, though, the Bananas franchise has made a commitment to an affordable, everyone-is-welcome experience. Some features that exemplify this commitment are:

  • All-Inclusive Ticket Price: Though the base price of a ticket has risen from the original $20 to $35, it includes food, drink, and pre-game entertainment. Regular ticket prices are also capped at $60.

  • Free All-You-Can-Eat Food: Every standard ticket still includes unlimited hot dogs, hamburgers, cheeseburgers, chicken sandwiches, chips, popcorn, cookies, sodas, and water. This applies to all home games and standard tour stops, though rules can sometimes vary slightly depending on major MLB/NFL stadium policies.

  • No Ballpark Advertising: Have you ever found all the advertising you see at a ballpark distracting? The Bananas completely banned traditional corporate outfield billboards and wall ads. Sponsorships make up less than 1% of their revenue. 

  • No Paid Parking at Home: Parking remains free and included at their home stadium in Savannah and any stadium that does not require paid or prepaid parking. 


With the average MLB game ranging from $165 to $570 for a family of four (including parking, concessions, and tickets), a memorable night with the Bananas at $140.00 still underprices its major league counterparts. For those fans who can't attend live events, all games are broadcasted for free on YouTube.


Image Credit: Benjamin Payne / GPB News

For the Players

The successful business model of the team offers players a highly stable lifestyle compared to traditional independent baseball leagues. In contrast to typical minor league team members, Banana Ball players enjoy these benefits:

  • Living Wage: Unlike professional minor league players—who typically earn between $20,000 and $30,000 per season—Banana Ball players average annual salaries of $100,000. The living wage makes it possible for them to focus on their sport and eliminates the need to work second jobs.

  • Fewer Games Played: Banana Ball schedules guarantee players make more money per game. A standard player suits up for roughly 65 games a year, meaning they make roughly $1,538 per game compared to the $666 per game a Triple-A minor leaguer earns playing a grueling 150-game season. 

  • Full Healthcare Benefits: Contracts include year-round, comprehensive health benefits. 

  • Outside Income: Players are allowed and encouraged to secure their own independent sponsorships, brand deals, and social media monetization. 


Banana Ball players frequently express intense gratitude, highlighting how the league revived their love for the game while offering unmatched fan connection and financial stability compared to the traditional minor league system. Some of the common themes shared by the athletes are how engaged the audiences are, how the league has brought financial stability and lower stress to their lives, and how vested they are in the fun and competition of the games.


Savannah Banana's Owner, Jesse Cole. Image Credit: Benjamin Payne / GPB News

Jesse Cole's Business Model

All of these positive features started with the unique business vision of team owner Jesse Cole, who emphasizes the fans' experience above all else. “Leave your short-term profits on the floor, don't focus on sales revenue, as crazy as it is,” he says. In fact, “eliminate friction” is the first principle in Cole's book, Fans First: Change The Game, Break the Rules & Create an Unforgettable Experience, which outlines the business principles that he has developed since founding the team.


His vision has evidently proved crystal clear. The parent company, Fans First Entertainment, currently generates over $100 million, half of which comes from merchandising. Their creative promotions and entertaining videos have generated millions of views online, helping to spread their brand far beyond Savannah.


In addition, the Coles accept no outside funding, despite receiving constant investment and acquisition offers from private equity firms and sports conglomerates. At this point, they have rejected them all to prevent outside financial pressures from diluting their fan-centric rules.


Because they don't answer to shareholders, 100% of profit margins are continuously channeled back into expanding the operational ecosystem to fund areas such as:

  • Talent Development: Reinvested funds go directly to scaling six-figure base salaries and providing full healthcare benefits for players, transforming Banana Ball into a sustainable alternative career path for athletes.

  • Media & Digital Infrastructure: The team has heavily funded their in-house production company. Reinvestments support multi-camera broadcast packages for YouTube, ESPN+, and mobile platforms, keeping the visual brand accessible for free worldwide.

  • Enterprise Operations: As the team transitioned to selling out massive Major League Baseball and NFL stadiums, they upgraded internal architecture with advanced data infrastructures and NetSuite ERP integrations to manage global merchandise and ticket demand seamlessly.


Image Credit: CBS News

Beyond the Ballpark: Bananas Foster

From the beginning, the Bananas have been community oriented. This spirit can also be seen in their non-profit charity, Bananas Foster, which sponsors two primary programs designed to support, celebrate, and bring awareness to the foster care community: 


1. Go Bananas for Game Day (BFF Celebrations)

This initiative provides selected Bananas Foster Families (BFFs) with an all-expenses-paid, ultimate VIP experience at a Banana Ball game.

  • Backstage Access: Families receive specialized BFF Celebrations backstage tickets and exclusive meet-and-greets with the players.

  • On-Field Spotlight: The nonprofit takes the families down to the field during the game to share their foster care stories. This helps educate the crowd and often earns the families a standing ovation.

  • Financial Gift: Honored families receive a $500 cash gift and complimentary team merchandise to enjoy their special day.

2. Potassium CARE Baskets

This program focuses on providing direct, physical relief and customized support to local foster families in need.

  • Essential Supplies: Care packages are filled with necessary items and personalized support materials tailored to the specific needs of children, teens, and foster parents.

  • Community Distribution: The charity routinely distributes dozens of these baskets annually alongside their national touring events to support placement stability. 


The team members also regularly engage with local schools, charities, and organizations, fostering a sense of community and support. They host various events throughout the year, including charity games and youth clinics, where young players can learn from the team’s coaches and players. This commitment to community service has helped solidify the Bananas' place in the hearts of Savannah residents.


Wrap Up

The Savannah Bananas have redefined what it means to be a modern baseball team. By focusing on entertainment, innovative gameplay, and community engagement, they have created a unique niche that attracts a huge, diverse fanbase, ensuring that each game is not just a sporting event, but a memorable experience.


Jesse and Emily Cole's daily decisions to put their customers first, treat their players well, and give back to the community has made their team a raging success. Savannah Bananas is yet another great example of how, when a business is run with the Better Capitalism ethics of enough and mutuality, the venture can succeed beyond anyone's wildest dreams.


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