Chihuahuas Win MiLB’s Golden Bobblehead for Best New Merchandise Promotion

INDIANAPOLIS, IND. – October 6, 2025 - The Chihuahuas were awarded a Golden Bobblehead for Best New Merchandise Promotion at the 2025 Fall Business Meetings held in Indianapolis, Ind. on Monday, October 6, recognizing the organization’s “Bootmakers” Theme Night Collection presented by Lucchese.

“Bootmakers” was more than a promotional event but was also a citywide celebration of El Paso’s culture, craftsmanship, and community pride while delivering exceptional business results and lasting brand impact.

Partnering with Lucchese, one of the world’s most iconic bootmakers with deep El Paso roots, the Chihuahuas created an experience that authentically highlighted the city’s heritage while engaging fans in multiple ways. Lucchese has been handcrafting boots in El Paso for more than four decades, with many artisans calling the city home for generations. Their globally recognized craftsmanship is rooted in El Paso, making them the perfect partner for a theme night collection that honored local artisans, celebrated Western tradition, and resonated with the community.

Merchandise sales reflected the strength of the promotion, with 2,798 units of Bootmakers apparel being sold, generating a six-figure revenue boost. Fans also embraced the Bootmaker’s belt buckle ticket add-on, which resonated deeply with the El Paso community. The campaign’s success helped the Chihuahuas rank number one in MiLB’s Top-Selling Clubs and in Theme Night Collection (TNC) sales from January through June 2025. The theme night collection delivered an unforgettable atmosphere at Southwest University Park as Lucchese bootmakers were honored on the field, connecting fans to the skilled artisans whose craft has shaped El Paso’s identity and economy.

To extend the fan experience beyond merchandise, the Chihuahuas food and beverage team created innovative, themed offerings, as a boot mug giveaway became an instant hit. Fans also enjoyed promotions like the “Root Boot Float,” a root beer float served in the boot mug, as well as savings on beer and Pepsi soft drinks served in the boots. These activations were playful, creative, and immersive, reinforcing the theme while encouraging in-stadium participation.

The impact of Bootmakers Night extended beyond the ballpark as the club auctioned off game-worn Bootmakers jerseys following the final Bootmakers game, raising $7,830 for USO El Paso. This charitable component added another layer of meaning and demonstrated the team’s commitment to giving back.

The award marks the second time the Chihuahuas won a MiLB Golden Bobblehead and the fourth time the Chihuahuas are award winners at league meetings.

• 2020 – MiLB Golden Bobblehead – Best Community Event
• 2020 – Baseball America Freitas Award for Best Triple-A Organization
• 2023 – Brad Taylor named MiLB Executive of the Year
• 2025 – MiLB Golden Bobblehead – Best New Merchandise Promotion