Sports Merchandising Is Now A Larger Business Than The Games Themselves

Growing up in New York, I never thought about marketing in sports. Everyone there was either a Yankees supporter or a Mets follower. You always loved one and disliked the other, and so did your entire family. It was more of a tribal loyalty than a decision. The truth that, beyond the sports events, there was another competition going on not ever happened to me. I never thought about the truth that the teams were not only fighting for victory, but also fighting for fans. Until I fell into an athletic marketer position, I was pretty much oblivious to how much cash changes hands behind the scenes. Pro sports marketing is a multi billion dollar niche, and it is growing every year. Most sports teams, in fact, earn more money off of selling athletic clothes than off of tickets!

Finding myself in an athletic merchandising firm was a pretty odd development for me. In many ways, I do not fit in there at all. Even though I majored in niche merchandising and advertising, I have never been a big athletic devotee. This placed me at odds with a business filled with athletic fanatics. Nevertheless, I have done my job pretty well. At first, I was not up to date on the various teams. This made my sports merchandising job tough, since I did not know the niche! People expect you to be able to talk athletic with them if you are going to promote their teams. Even if you're an effectual marketer. If you can't talk shop and socialize with fluidity, it's hard to keep your position.

Fundamentally, I approached sports merchandising like I approached school. I sat down and crammed for weeks at a time. Soon, I knew more about athletic statistics than many of the most die-hard followers in the business. After them, it was simple. Good sports teams sell themselves, so it is just a matter of playing on existing brand fidelity. As for the lower ranking sports teams, you can always play off of the underdog factor. There are a number of individuals who just love to root for a team that loses season after season. Marketing sports to these versions of fans is a smaller business, But what they don't have in numbers than make up for in brand faithfulness. They are the most dedicated fans in the trade. The only time when athletic merchandising is a tough sell is when a great team starts to slide. Suddenly, no-one wants anything to do with them. The rest of the time, though, the job is pretty much a breeze.

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