I recently finished broadcasting telecasts of the Little League World Series for the third year in Williamsport, Pa. It is a phenomenon.

Some of the TV ratings are in. One of the semifinal games on ESPN outdrew the audience for that same week’s Sunday night baseball. The crowds at the not-easy-to-reach venue continue to grow. Some 400,000 attended the 10-day event.

The local Chamber of Commerce had a marketing evaluation team on hand during the tourney to investigate just who comes to the games, where they spend their money and what they might like in addition to what is there.

The Little League World Series has become a major revenue producer for the nearby towns.

Little League Baseball continues to attract sponsors on an international level who want the LL affiliation. A national sandwich shop just signed on this year and suddenly Subway sandwiches were at the concession stands and in the press room, with attendant advertising banners.

The scenario fits the bill for a growing business looking to make money. However, just what kind of a business is Little League Baseball and just how is it supposed to “grow?”

The dangers are always there. Too many parents continue to be a major problem. They push the kids toward that major league career they think their kid will have, trampling over anyone and any common decency that stands in the way.

The kids don’t make it, the hurt remains.

Some coaches, usually parents of players, at the Little League World Series were verbally berating volunteer umps. One said of a call against his team, “I guess the fix is in.” He meant Little League wanted the opposing team to win since they were the “bigger draw.”

Too many umpires stand around the field trying to look like titans, loving what they hope are TV minutes. They want their 15 minutes of fame, even if this is Little League.

Some sponsors reportedly handed out baseballs to players of teams that made the Little League World Series for the kids to sign (for whom, for crying out loud?). The balls, of course, had the logo of the sponsor attached.

Said one executive, “These [baseballs] will be around a long time with families so our logo will be right there.”

They’ll probably be around longer than the company.

Companies are begging for signage rights at the ballparks where the Little League World Series is played. You know, they want the billboards in the outfield, behind home plate and along the rail; anywhere the TV camera might pick them up.

To Little League’s credit, the money from sponsors is directed toward growth of local programs, including inner city and challenger (special need) leagues.

Little League tries to make the series about the kids. They house them in their own dormitory area, limit press access and keep awards to a minimum. There are no MVP awards of the Little League World Series and that is the way it should stay.

Still, the popularity of the Little League World Series is both the great apex and the deep ravine. Little League has a battle on its hands to keep this a time for the kids.

It is a fight worth waging.

Old Town native Gary Thorne is an ESPN and ABC sportscaster.