SBD/Issue 34/Sponsorships, Advertising & Marketing

MLB Rangers Seeing Merch Sales On Par With League's Top Teams

Rangers Merchandise Sales Have Seen
Greater Than Normal Boost

Rangers World Series merchandise, including T-shirts and caps, is "selling as quickly as stores can stock them" in conjunction with the team's first appearance in the Fall Classic, according to Bill Hanna of the FT. WORTH STAR-TELEGRAM. MLB Senior VP/Licensing Howard Smith said that while merchandise sales "typically soar in the home cities of World Series teams," sales of Rangers gear have "reached the levels of some of baseball's most storied franchises, which isn't the norm." Smith: "We've rarely seen such a high rate of sale. It is extraordinary. ... These numbers we've seen for Rangers merchandise are rivaling some of the top markets in baseball. It's really kind of blown away our expectations." Academy Sports & Outdoors Senior Communications Manager Elise Hasbrook added there has been "overwhelming demand" at the company's Dallas-Ft. Worth-area stores. Hanna notes MLB this weekend will have "Halloween-themed shirts for sale at Rangers Ballpark in Arlington" for Games Three-Five, and if the Rangers "win the Series, there will be custom parade shirts for sale." The Rangers Grand Slam Gift Shop as of yesterday "had a few World Series T-shirts and pennants, but the full supply of merchandise was expected to arrive by the end of the week" (FT. WORTH STAR-TELEGRAM, 10/28).

ROOT FOR THE HOME TEAM: In S.F., Bulwa & Tucker in a front-page piece write last night's World Series Game One was “Mardi Gras by the bay.” As fans walked into AT&T Park, many of them "wore jerseys of starting pitcher Tim Lincecum, or T-shirts honoring his citation for pot possession" last November. World Series hats at the ballpark “ran up to $50 apiece, while sweatshirts were pushing $80” (S.F. CHRONICLE, 10/28).

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