It remains a "Bulls market" when it comes to sporting goods
merchandise in Chicago and throughout the country, according to
the CHICAGO TRIBUNE. Two "hot selling" items at retailer
SportMart are a red t-shirt that lists all 72 of the Bulls'
record wins, and a gray t-shirt with a Bull on the front and the
inscription: "Court's Adjourned: 1995-96 Chicago Bulls, Best Ever
NBA Season" (Fred Mitchell, CHICAGO TRIBUNE, 4/26). Bill Zwecker
notes in today's CHICAGO SUN-TIMES that Scottie Pippen, Ron
Harper and sports marketing exec Mark Stein have partnered and
registered the phrase "72 and 10 Don't Mean a Thing Without the
Ring." Stein said the phrase will become the official Bulls
players' slogan for the entire playoff season. Until they get
appropriate licensing approval through the NBA, hats, shirts and
other merchandise will only be available in Fandemonium stores in
the United Center (CHICAGO SUN-TIMES, 4/26).
THE WORM: CNBC's "Sports View" reported on marketing
opportunities for Dennis Rodman and how the Bulls forward offers
advertisers both "big payoffs and big risks." CNBC's Greg Miles
estimated that if the Bulls win the NBA Championship, Rodman's
"financial scorecard" could grow from $3.5M this year to between
$6-10M annually, based on the renegotiation of both his Nike and
Bulls deals, an expected autobiography, cameos in movies and TV
shows, the sale of souvenirs, and more national spot exposure.
Nova Lanktree, of Lanktree Sports Celebrity Network, said they've
had "at least 15-20 calls asking about his availability and
categories and prices." Lanktree: "If he gets through a
championship season as a contributor, advertisers will take a
deep breath and say, 'We're safe.'" (CNBC, 4/25).
