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SBD/7/Sponsorships Advertising Marketing
FORGET THE 'BOYS, THERE'S A NEW "AMERICA'S TEAM" IN TOWN
Published April 7, 1998
The Univ. of TN (UT) women's basketball team has a merchandising campaign, "perhaps unrivaled in women's sports," with the tagline "Lady Volunteers, America's Team," according to a report in the Minneapolis STAR TRIBUNE. Starter and adidas are among a "handful of companies" licensed to sell the "America's Team" merchandise. UT Women's Athletic Dir Joan Cronan, on the new effort: "I can't put a dollars and cents figure on it. But I can tell you our goal is to market a product in a very profitable way." TN-based Bacon & Co. has been printing Lady Vols T- shirts and memorabilia since the school's first title in '87. Cory Moss, an official with Collegiate Licensing Co., on the rise of UT merchandise: "I think they are becoming much more national. ... I can almost guarantee that the number has doubled, tripled, maybe even quadrupled from the amount of merchandise that those companies were producing a year ago." Next week, 40,000 Smoky mascot dolls wearing Lady Vols Championship T-shirts will arrive at TN-based Wendy's restaurants (Minneapolis STAR TRIBUNE, 4/6). MORE ORANGE: The Collegiate Licensing Co. (CLC) announced that Syracuse Univ. is the newest member of its consortium of colleges, conferences and bowl games (CLC).