While MLB officials "scoff" at criticism that it could not
improve its standing with fans without a full-time commissioner,
or until recently, without a marketing chief, MLB Properties
officials admit they fell behind other leagues in supporting
retailers and promoting their licensed products, according to
SPORTING GOODS BUSINESS. Since before the start of this season,
MLBP's licensing group has been "out in the field" telling
baseball's story, according to SGB's Andy Bernstein. MLBP Senior
VP of Business Affairs Don Gibson notes the league has hired Rick
Platt, their new Dir of National Retail Marketing, and increased
its licensing staff by 15% over pre-strike levels. Gibson adds
that MLBP will continually upsize throughout this year. MLBP now
has individual staff devoted to youth products, adult wearables,
and collectibles. SGB surveyed retailers who expect a "strong
rebound" in retail sales from last year's $1.7B, though no one
expects sales to reach the $2.5B level of '93. Former MLBP
President Rick White says baseball's problem has been a
"continuing lack of focus and obvious lack of leadership." Among
retailers, product availability and a new CBA are the "most
immediate" concerns (Andy Bernstein, SPORTING GOODS BUSINESS,
6/96 issue).
WHAT'S HOT? Retailers surveyed by SGB say product
availability and delivery are "not where they should be," and
that more kids offerings are needed. But MLB's Authentic Diamond
Collection has been "strong and could get stronger." The
category should benefit from "updated field looks" by several
teams next season. League officials say up to six teams will
redesign their uniforms next season, with "an eye toward
tradition while trying to captivate a younger audience" (SPORTING
GOODS BUSINESS, 6/96 issue).
