The tie-in between sponsorship and licensing deals has
limited the amount of MLS merchandise to "hit the streets" in the
league's first season, according to SPORTING GOODS BUSINESS. The
league has reported "sell throughs" of licensed merchandise have
ranged from "consistent to phenomenal," but with footwear brands
-- Nike, adidas, Reebok and Puma -- "monopolizing the headwear
and screen-printed categories as part of their sponsorship
agreements," many small retailers have "been shut out of
product." Larger chains which initially passed on MLS goods, are
now "looking to jump on board." Until June 1 of next year, when
these exclusives expire, MLS "will have to settle for a licensing
program limited in scope" (SGB, 9/96 issue)
ID1: MLS Licensing Dir Jeff Bernstein notes June 1, 1997
"will be our 'Independence Day.' It's not that we don't love
working with Nike, it's just that it will give us the opportunity
to explode at retail and get out to a larger number of people."
Bernstein said MLS is in talks with several licensing vendors for
a lead apparel licensee, a move MLS hopes will "stretch
distribution" beyond stadium concessions and specialty stores
(SGB, 9/96 issue). MLS Spokesperson Steve Vanderpool said the
L.A. Galaxy and NY/NJ Metrostars are the top merchandise sellers
to date, but the New England Revolution leads in on-site sales
(THE DAILY).
