While they play up opponents in order to boost ticket sales, the Marlins also try to have some fun at their opponents’ expense. For example, they’ve run ad campaigns that include putting salt in a Mets fan’s coffee cup or a fish in a Phillies fan's car.

And last season, the team launched its “Reason” in-game video series. It’s a series of video vignettes showing Marlins fans’ reasons for owning rival teams’ jerseys. Reason No. 21 to own a Mets jersey?: Doormat. Reason No. 77 for a Mets jersey?: Tissues. See video examples here.

Sean Flynn, Marlins vice president of marketing, says the feature has become so popular that fans have been submitting ideas. So the team has launched a “What’s Your Reason” video contest. Fans have until July 2 to submit their own video of up to 40 seconds, showing off their reason for owning a rival jersey and including a ticket sales pitch. The public will also get a chance to help choose the winning video when they are posted for an online vote July 13-28.

“We’re taking the in-game experience and giving folks an opportunity to participate,” Flynn said.

The grand prize winner, which will be announced Aug. 1, gets a package that includes a night at a Marlins game in a suite for up to 10 people and a Marlins jersey, natch, for the video creator.

Videos can be submitted online at marlins.com or by mail to “What’s Your Reason” Video Contest, Florida Marlins, 2267 Dan Marino Blvd., Miami, FL 33056. Find full contest rules here.

Flynn likens the idea to sports fans poking fun at each other at a bar.

“It’s all done with pride of the Marlins,” Flynn said. “It really stems from us trying to build up that loyalty and that association with South Florida’s home team.”