The Pittsburgh Pirates' marketing theme for 2006 covers all the bases.

Here's the pitch: "WE WILL."

More than a motto or slogan, the new "brand positioning" announced yesterday will help the baseball team communicate what officials say are the four core values of the Pirates: perseverance, resilience, youthfulness and improvement.

The phrase also is part of a new mission statement for the organization, which aspires to become "the benchmark in the sports and entertainment industry."

Officials likened "WE WILL." to Nike's "Just do it" and the "Is it in you?" campaign from Gatorade.

"These are more than two words to us. They're a mind-set, a philosophy ... an attitude," said Pirates Chief Executive Officer Kevin McClatchy in a news release.

The phrase will be featured prominently throughout PNC Park and in the team's advertising. It applies to everyone from players and those in the front office to the grounds crew, Mr. McClatchy said in an interview.

"I think 'WE WILL' is more of a permanent piece of our organization," he said. "It's not really meant to be a one-year wonder."

The team hopes to run as many as 20 different TV ads this year, an increase over last year when the Pirates ran five different ads featuring the "Come Hungry" slogan, said Tim Schuldt, vice president of marketing, sales and broadcasting. With so few ads, the previous campaign became stale during the course of the season, he said.

Whereas the Pirates worked last year with the Blattner Brunner ad agency, the team took more of the effort in-house this year, Mr. Schuldt said. With less money going to professional fees, the team could create more spots, which include music from several recording artists including U2, KISS, John Lee Hooker and REO Speedwagon. The new ads will begin running as soon as Monday.

While Mr. Schuldt would not release financial information about the Pirates' ad spending, the budget generally is thought to be about $1 million.

The marketing efforts announced yesterday include changes at the stadium, too.

Outside PNC Park, the Pirates are changing the tall banners that hang on the stadium's exterior. Whereas posters now picture heralded players from the past, new banners will depict current members of the team's 25-man roster. New billboards will hang from the top of the stadium's exterior, too.

"When you drive down the interstate, you'll see 'WE WILL,' " Mr. Schuldt said.