SBD/March 4, 2011/Marketing and Sponsorship

Carmelo Making An Immediate Impact On Knicks' Business Metrics

Knicks have sold more than 4,000 units of 'Melo gear at MSG, on team's website
Knicks fans' reaction to the team's trade for F Carmelo Anthony "has been anything but Melo," according to Ian Begley of ESPN N.Y. Modell's Sporting Goods Senior VP/Marketing Jed Berger indicated that the retailer is "selling Knicks apparel at a rate not seen since the team's run to the NBA Finals in 1999." Berger: "Customer demand hasn't been like this in a long time. It's been unbelievably intense since Carmelo arrived." In addition, MSG's team store was "packed at halftime" of Wednesday's Hornets-Knicks game. A store manager and security guard "kept 20 people waiting in line outside to avoid a fire-code violation." Inside, the "authentic Anthony jerseys, selling for about $250 a pop, seemed to be the hottest item." A store manager said that "about half of the jerseys in the store for that night had been sold before halftime." An MSG spokesperson indicated that the Knicks have "sold more than 4,000 units of Melo merchandise at the Garden and on the team's website." Also, an employee noted that fans who "ordered Anthony jerseys through the NBA Store's website will have to wait eight to nine weeks for their shipment." Jerseys are "being produced in China and will be shipped overseas in bulk to fill the large demand." In addition, Begley noted TV ratings for Anthony's four Knicks games before Wednesday night's win over the Hornets have "set or approached station records," and industry researchers said that "ticket prices for the remaining Knicks home games have increased by more than 85 percent since Anthony's arrival" (, 3/3).
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