Meet the Fan-ily: Gervis Cash
Gervis Cash Joins Oakland Ballers as Vice President of Marketing
by Lydia Perez
Gervis Cash is one of the newest additions to the B’s front office, and he’s a friendly fixture at Raimondi Park. Lydia Perez caught up with Cash to discuss what brought him to the Ballers, the team’s connection with its community, jumping in as a mascot, and what comes next for the reigning champions.
Why Oakland?
Aside from new players joining the Ballers, a new face has joined the marketing team: Gervis Cash is the B’s new Vice President of Marketing. Despite it being his first season, “I’ve been a fan since the very beginning,” he says.
Before the Ballers inaugural season, a good friend of Cash’s, Mark Kahn—who is the PA announcer, general counsel, and an investor for the club—gave Cash the behind-the-scenes of building the baseball team.
“Eventually, the opportunity found its way to me. After a few conversations, it became clear that this was the right next step,” says Cash. “I’ve always loved sports and the way teams can bring people together. The chance to help more people discover what this organization is building in West Oakland was something I needed to be part of.”
Although Oakland is a big city, to Cash it feels like a tight community. “I think the number one reason why I love Oakland is because of the authentic and genuine sincerity of the people that live in Oakland.”
Starting Out
Cash was born and raised in Chicago where he became a baseball and sports fan.
“Growing up on the South Side of Chicago meant growing up in a community that is often misrepresented. I’ve always felt connected to Oakland because anyone who has spent real time here knows how special it is.”
Cash attended the University of Michigan, where he studied sociology, psychology and communications, knowing early on that he wanted to build a career in marketing. “I’ve always been fascinated by the intersection of marketing, media and community,” he says. “What interests me most is how people think and how they come together around the things they care about.”
In his final year of college, he was an intern for the Boston Red Sox the year the team won the World Series. Cash was part of the Corporate Partnerships department which worked with the team’s marketers. He worked closely with sponsors, but was also occasionally called upon for special tasks. “There was one time when one of our mascots, Lefty the Left Sock, couldn’t make it, so I jumped in and ended up making my one and only mascot appearance.”
Righty and Lefty Sox, since retired
After graduating, he worked for the Public Affairs and Communication office at Harvard University, covering sports and doing editorial work. He completed two master’s degrees at Syracuse University, with areas of focus across media, technology and business. That foundation helped open the door to a career in marketing, with roles at startups and established companies like Apple and Microsoft before eventually arriving at the Ballers.
“I’m excited to be part of this organization. The Ballers are more than a baseball team. This is an organization that truly loves Oakland and cares deeply about this community,” says Cash.
Plans for This Season
Cash’s day-to-day is looking at campaigns, deliverables, and always thinking strategically about how to communicate what the Ballers are doing. “My job is to make sure everyone in the Bay Area knows about the Ballers,” he says. “Telling our story to people that frankly haven’t heard it is something that is a huge opportunity for us.”
Cash hopes the team can continue to surprise and delight the people that show up at the ballpark. Every time someone comes to 20th and Willow, they will be getting a new special experience at Raimondi Park. “This year, we have 51 home games with 51 giveaways.”
And every gameday is designed to feel special. On Tuesdays, a portion of general admission tickets are available for $2. On Championship Wednesdays, the Ballers celebrate the team’s title-winning history. Every Thursday, fans can expect happy hour pricing, with more themed nights and promotions built throughout the week.
When asked about special projects and collaborations for the season, Cash says he can’t share too much until the timing is right. But the team’s connection to the community will remain central. One example is the rollout of limited-edition baseball hats tied to local high schools, with Fremont and Skyline hats already sold out and more expected throughout the season. That community connection also extends to McClymonds High School, which regularly uses Raimondi Park for practices and games.
“McClymonds High has historically been one of the best baseball programs ever in the United States, and this season they’re actually bringing their team back and playing on our field,” says Cash. “One of the things I’m really excited about is that we’re not just showcasing Oakland, we’re finding new ways to amplify the stories, voices and greatness of this town.”
This season, Cash wants to better understand what the team can do to improve the fan experience and give people the opportunity to feel connected to the front office. “We’re still learning as a very young ball club, and so I do think there’s the aspect of listening and learning from the fans what’s most important for the experience that I want to be a part of,” he says. “Because we owe that to the fans that are giving us so much in terms of enthusiasm and energy.”
Fans with suggestions can reach out to the team.
Photos courtesy of Gervis Cash and the Oakland Ballers.
Lydia Perez is an Oakland native with a degree in Print and Online Journalism from San Francisco State University developing a passion for video editing. Growing up in Oakland, she was raised going to the Oakland Coliseum to watch baseball games, creating her love for baseball. Find her on Instagram.
