The Touchdown Brand is one of the few California citrus box labels depicting a sports-related theme. Other label brands using sports images include Athlete, Basketball, Golf, Home Run, Ski, Umpire and Varsity. Almost all labels with a sports theme are rare.
It seems odd that so few labels utilized sports themes in a country that in this day and age is so sports conscious in its advertising campaigns. The age of citrus box labels ended, however, around 1955. Perhaps, Americans weren’t quite as enamored of their sports teams and heroes until after the 1950s. Or, perhaps, this is a reflection of the California experience up to that time. Sports clubs in the United States with a national image began to migrate westward towards California in the 1950s. For example, in football, the Rams moved to Los Angeles from Cleveland, Ohio. In basketball, the Lakers came from Minneapolis, Minnesota. And, from New York came the Dodgers and Giants in baseball.
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