SBD/February 4, 2011/Marketing and Sponsorship

NFL Shop In Dallas Offers More Than 200,000 Super Bowl Merchandise Items

The 30,000-square-foot NFL Shop has become fans' Super Bowl merchandise headquarters
The NFL Shop at the Dallas Convention Center gives fans the “ability to browse anything you could think to slap a Super Bowl logo on,” according to Thomas Rozwadowski of the GREEN BAY PRESS-GAZETTE. The 30,000-square-foot league-sanctioned store features “more than 200,000 pieces of merchandise and 150 styles of Exclusive Stadium Collection products.” NFL Shop e-Commerce Dir Mike Denton said that “Cheeseheads and Terrible Towels have been imported for Packers and Steelers fans who didn't bring their own tools of the trade for Sunday's game.” The shop also “boasts exclusives such as jerseys with the official Super Bowl XLV patch and items from special in-store retailers like Mitchell & Ness vintage apparel, Victoria's Secret Pink, throwback clothing line Junkfood and Kitchen Concepts.” Denton said that kids' mementos are “hot sellers.” But the "biggest 'oohs' and 'ahhs' were saved for a corner area displaying player and custom fan figurines from a new licensee, iam3D.” Fans “enter a 3D booth to get their photo taken, and that imagery is transferred to various-sized sculptures complete with their name, number and favorite jersey colors.” The “flashy figurines -- $145 for a 4-inch personalized one, $250 for an 8-inch hand-painted one, and $399 for the 12-incher with shoulder pads, of which there are 500 of each player -- are shipped to customers in four weeks” (GREEN BAY PRESS-GAZETTE, 2/4).

SUPER SURGE: In Pittsburgh, Teresa Lindeman noted data from SportsOneSource two weeks ago showed the Steelers' “market share of all NFL licensed merchandise sales at 7.4 percent, far below the 28.4 percent share claimed by the New York Jets.” But SportsOneSource analyst Matt Powell Wednesday said that the Steelers' “market share had surged” to 13.4% a week later. The Packers' market share two weeks ago “stood at 5.5 percent and rose to 9.9 percent after making it into the Super Bowl.” Total sales of NFL licensed merchandise hit $2.1B for the fiscal year ended Feb. 1, but the SportsOneSource data showed that that figure “was down more than 10 percent from a year ago when sales had dropped 25 percent from the previous year” (PITTSBURGH POST-GAZETTE, 2/3).
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