How many little guys did you know growing up that were fans of Davey Concepcion? They identified with him and could dream of being a MLB player through him.
It may not be their "responsibility", but it is good business.
Every Venezuelan mentions Davey as their all time hero, he probably did more marketing for MLB than they did in that area.
That's what I hear, creating a connection between communties and a player.
That sort of connection in the 50's are the reason the Reds owned the town starting with promotions, fan interaction outside as well as inside the game and constant press coverage.
The only difference is the market is being mined deeper and a man is giving some of himself back.