Sports Merchandising Is At This Point A Bigger Business Than The Games Themselves
Growing up in New York, I never thought about merchandising in sports. Everyone there was either a Yankees devotee or a Mets fan. You always loved one and loathed the other, and so did your whole family. It was more of a tribal allegiance than a decision. The truth that, beyond the sports events, there was another competition going on never happened to me. I never thought about the truth that the teams were not only fighting for victory, but also fighting for followers. Til I fell in to an athletic marketer position, I was pretty much oblivious to how much money changes hands behind the scenes. Pro sports marketing is a multi billion dollar niche, and it is growing every year. Most athletic teams, in point of fact, make more money off of selling athletic clothing than off of tickets!
Finding myself in a sports merchandising firm was a pretty odd development for me. In a number of ways, I do not fit in there at all. Even though I majored in niche marketing and advertising, I have not ever been a big sports follower. This placed me at odds with a company filled with sports 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 marketing job tough, since I didn't know the niche! People expect you to be able to talk sports with them if you are going to promote their teams. Even if you're an effective marketer. If you cannot talk shop and socialize with fluidity, it's hard to keep your position.
Essentially, I approached sports marketing like I approached school. I sat down and studied for weeks at a time. Soon, I knew more about sports statistics than many of the most die-hard enthusiasts in the company. After them, it was a breeze. Good sports teams sell themselves, so it is just a matter of playing on existing brand allegiance. As for the lower ranking sports teams, you could always play off of the underdog factor. There are some people who just love to root for a team that loses year after year. Marketing sports to these kinds of enthusiasts is a smaller business, But what they don't have in numbers than make up for in brand loyalty. They are the most committed followers in the business. The only time when athletic merchandising is a tough sell is when a good team starts to slide. Suddenly, nobody wants anything to do with them. The rest of the time, though, the job is pretty much a breeze.
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