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SBD/Issue 37/Sponsorships, Advertising & Marketing
Giants Merchandise Popular As Fans Catch World Series Fever
Published November 2, 2010
|Sales Of Giants Gear At Team-Owned
Stores Are Up 150% Compared To '09
MLB Senior VP/Licensing Howard Smith said that the "unusual match-up of the Giants and Rangers" in the World Series "sparked a buying spree of official merchandise," according to David Goll of the SILICON VALLEY/SAN JOSE BUSINESS JOURNAL. Prior to the Giants capturing the World Series last night, Smith said, "I’ve seen the numbers, and they are unbelievable. Because of the circumstances of these two teams, with the underdog Giants doing so well and Rangers never having been in the World Series, it’s something special this year. People have really connected with these teams." Giants Senior VP/Communications Staci Slaughter said that "sales of T-shirts, caps, jerseys and other items at seven team-owned Giants Dugout stores" have increased 150% compared to the same time last year, when the team did not make the playoffs. Slaughter said last week, "The demand is so overwhelming at our (AT&T Park) store, we took over the Borders store across the street that closed a couple of weeks ago." She added, "Jerseys with Tim Lincecum's and Buster Posey's names are incredibly popular" (SILICON VALLEY/SAN JOSE BUSINESS JOURNAL, 10/29 issue). In Dallas, Brandon Formby reports the "hottest-selling items during the three days of the World Series in Arlington were the T-shirts" the Rangers wore after winning the ALCS, the "blue field cap with the World Series logo on the side and the World Series lanyards." The team also sold "more than 30,000 World Series programs over the last three days." In addition, the Rangers "sold 48,000 of the famed claw and antlers T-shirts this season" (DALLAS MORNING NEWS, 11/2).
PUTTING UP THE STOP SIGN: In Dallas, Matthew Haag reports MLB and Rangers attorneys on Friday told a group of friends that was selling a T-shirt with a depiction of Rangers manager Ron Washington they "aren't licensed to sell the shirts and ordered them to stop." The friends "created T-shirts last week with Washington's likeness on the front" and his famous line, "That's the way baseball go," on the back. Seth Hayhurst, who helped create the shirt, said, "It's bizarre that they would approach us at this point." Because the friends "designed the shirts, which don't mention the Rangers, MLB or Washington," Hayhurst said that he and his friends "never imagined that they wouldn't be able to sell them." He added that his attorney "plans to respond to the letters this morning and try to find a resolution." The group is "already designing more shirts featuring other Dallas sports teams" (DALLAS MORNING NEWS, 11/2).
GETTING IN ON THE ACTION: In California, Jordan Guinn reports in addition to team merchandise, the Phiten Tornado titanium necklaces some players "wear on the field are also in demand." Lodi Sporting Goods co-Owner Rich Marini said that "ones with the Giants logo are currently out of stock." However, the thicker necklaces that some players, like Giants P Tim Lincecum, "wear on the field are generally more popular" (LODI NEWS-SENTINEL, 11/2). Meanwhile, in Dallas, Leigh Munsil reports the Rangers' postseason run "has meant good business" for Texas-based Emblem Source, which "produces patches for players' jerseys and collectible merchandise." Emblem Source President & CEO Larry Rutt said, "We're just this little company in Dallas that happens to sell 95 percent of the patches for Major League Baseball." Rutt said that the Rangers' success "prompted collectible emblem sales in North Texas to increase tenfold during the postseason" (DALLAS MORNING NEWS, 11/2).