Are you looking to capitalize on new merchandise revenue streams?
Sports organizations should consider ways to capitalize on potential new revenue streams after acquiring a popular free agent or a coaching legend. Players like Kevin Garnett, who built a lasting legacy playing the majority of their career in one city (e.g. Minneapolis), have the ability to generate new sales revenues in new markets for their current organizations (e.g.Boston Celtics).
The NBA Restaurant, adjacent to the Target Center (home of the Timberwolves) in downtown Minneapolis, sells six (6) racks of Celtics No. 5 jerseys, Garnett wristbands, Celtics carry sacks, green women's tank tops with "Celtics" written in crystals, and a larger collection of Celtics t-shirts than Timberwolves merchandise. The result? The store sells more Kevin Garnett Celtics jerseys than the Timberwolves jerseys they sell. Al Jefferson and Kevin Love jerseys move off the shelves, but not as fast as the store's Garnett gear.
The implications for sports marketers? Capitalize on merchandise sales of new acquisitions/coaches in their former markets. Strong loyalties lie and in some cases, they always will (depending on the circumstances)...
Case in Point? Prior to the Sugar Bowl, fans of the Utah Utes united to do a signature Urban Meyer Chomp... Hopefully the Gators are selling some Urban Meyer gear in Salt Lake City, or else they are leaving some merchandise revenue streams on the table...
Source: The Boston Globe- Hero is Welcome (11.21.2008)