SBD/20/Sponsorships Advertising Marketing

HORNETS HIT THE TOP IN NBA LICENSED SALES

     The Hornets are the No. 1 team in total sales of NBA-
licensed products -- including jerseys, caps, computer games, and
other products -- for the 1st quarter of the '94-95 season.  The
Bulls have led the league since the '89-90, but have fallen to
2nd.  Joe Martucci, manager of Modell's Sporting Goods in New
York: "Last year, people really didn't get the effect of Michael
(Jordan) not being on the Bulls.  This year we have noticed it in
sales" (Tom Lowry, N.Y. DAILY NEWS, 1/20).  The complete list
includes:
1
HORNETS
6
KNICKS
2
BULLS
7
RAPTORS
3
MAGIC
8
WARRIORS
4
SUNS
9
GRIZZLIES
5
SONICS
10
CELTICS

NBA Marketing Communications Manager Jon Stern said the Hornets success is worldwide, and attributed it to a "combination of the teal, the way they've marketed themselves and the logo." The Hornets were the first pro team to have teal as their primary color. Stern also pointed to the popularity of the Hornets' version of the video game "NBA Jam" as a parameter of their success. Team President Spencer Stolpen said their research shows the Hornet's merchandise to be the top seller among "inner- city minority youth." Stolpen: "The irony is the smallest market in the NBA is now the top-selling merchandiser" (Ron Green, CHARLOTTE OBSERVER, 1/19). Stern said that NBA Properties is projecting over $3B in sales worldwide for '94-95. The Raptors and Grizzlies, two expansion franchises who have yet to play a game, both made strong initial showings (THE DAILY). Raptors Consumer Products Dir David Strickland estimated his team and the Grizzlies "may have sold as much as $100M in merchandise and that is without having team uniforms on the markets, traditionally one of the fastest moving items" (Craig Daniels, Toronto GLOBE & MAIL, 1/19).
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