SBD/March 23, 2011/Marketing and Sponsorship

MLB Releases Jersey Sales Data For First Time, With Derek Jeter No. 1

MLB for the first time has disclosed its best-selling jerseys, and Yankees SS Derek Jeter owned the top-seller for the '10 calendar year. Players from 11 teams finished among the top 20 most popular jerseys, led by the Phillies who had three in the top 10 and four in the top 20. Of note, 12 of the top 20 are under the age of 30, and three -- Braves RF Jason Heyward, Nationals P Stephen Strasburg and Giants C Buster Posey -- were rookies in '10. Also, MLB announced sales of officially licensed MLB merchandise reached an all-time high in '10, up 6% over the previous year. The Yankees led all teams in terms of sales of all licensed products last year, followed by the Red Sox and Dodgers. The following charts show the top-selling individual jerseys for '10, as well as the club licensing rankings (THE DAILY).

RANK
PLAYER
RANK
PLAYER
1
Yankees SS Derek Jeter
11
Yankees 1B Mark Teixeira
2
Twins C Joe Mauer
12
Braves RF Jason Heyward
3
Phillies P Roy Halladay
13
Nationals P Stephen Strasburg
4
Phillies 2B Chase Utley
14
Brewers RF Ryan Braun
5
Phillies P Cliff Lee*
15
Twins 1B Justin Morneau
6
Cardinals 1B Albert Pujols
16
Red Sox CF Jacoby Ellsbury
7
Rangers LF Josh Hamilton
17
Rangers 2B Ian Kinsler
8
Red Sox 2B Dustin Pedroia
18
Phillies 1B Ryan Howard
9
Yankees 3B Alex Rodriguez
19
Giants C Buster Posey
10
Giants P Tim Lincecum
20
Rays 3B Evan Longoria
NOTE: * = Includes jersey sales from his stints with the Phillies, Rangers and Mariners.
RANK
TEAM
RANK
TEAM
1
Yankees
6
Cardinals
2
Red Sox
7
White Sox
3
Dodgers
8
Braves
4
Phillies
9
Twins
5
Cubs
10
Tigers


CAPTAIN AMERICA: CNBC.com's Darren Rovell notes as the "most marketable player on the most marketable team, it comes as no surprise" that Jeter tops the list (CNBC.com, 3/23). In addition to owning MLB's best-selling jersey, Jeter topped THE DAILY's Most Marketable in Baseball study in '10. Jeter also finished first the two previous years the study was conducted: in '05 and in '03. Mauer, who owned the 2nd best-selling jersey last year, finished 3rd in the most marketable study, behind only Jeter and Pujols.
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