SBD/1/Sponsorships Advertising Marketing


          A survey of leading licensed product retailers revealed
     a "mixed bag" for the '97 back-to-school season, according
     to SGB's Andy Bernstein.  Some retailers reported "modest
     gains, led by NFL and MLB jerseys," while others said the
     overall business "was off."  But retailers who "jumped on
     the jersey market reported strong results," as NFL jersey
     sales have "gotten a boost from the new" Broncos design,
     which is outselling the Packers at Footaction.  Meanwhile,
     the previous top seller, the Cowboys, "continue to trend
     down," although several retailers reported that Cowboy sales
     were "better than anticipated."  Bernstein adds that the
     "trend toward local teams and local markets for all leagues
     remains as strong as ever," but that "the emergence of the
     Packers as a true national team has clearly helped the
     business, as has broader distribution from Nike, which took
     over the Packers sideline rights this year" (SGB, 9/22).    
          MLS: Bernstein also adds that MLS "did not experience
     the sales explosion it was hoping for" in its second season,
     but that most retailers said "they're still optimistic ...
     especially in team markets."  Sportmart Licensed Buyer
     Donald Goldblatt said the L.A. area "had the strongest MLS
     sales for the chain."  Footaction "also experienced its
     best" return in Southern CA, compared to "weak results
     throughout most of the chain."  JCPenney's Danny Williams
     called MLS "regular business, nothing extraordinary," but
     Bernstein notes that the chain has made "the largest
     commitments of any retailer for next season" (SGB, 9/22). 

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