SBD/June 6, 2011/Marketing and Sponsorship

Mavs May Expand Retail Franchise With Enormous Fan Interest

Mavs setting up temporary retail stores in North Texas on game days

Demand for Mavericks merchandise "has been so strong since the playoffs started that the team is considering expanding its retail franchise,” according to Maria Halkias of the DALLAS MORNING NEWS. In addition to its team store at American Airlines Center, the team “has operated one Dallas Mavericks Ultimate Fan Shop at NorthPark Center" since '06. Mavericks Merchandise Manager Alyssa Moog said that team officials are "considering adding one or two permanent stores in the area, including one in or near Fort Worth.” For now, the team will set up “additional temporary stores on game days” in Victory Plaza and inside American Airlines Center. In addition, Moog noted that “two people usually operate www.mavsgear.com, but the additional business is keeping seven more hires, including two interns, busy.” Clarence Brooks, Manager of the NorthPark store, said that since the playoffs began, “daily sales have doubled and tripled from last year.” Brooks indicated that as a result of the increased sales, “merchandise shipments have increased from twice a week to every day" (DALLAS MORNING NEWS, 6/4). SPORTSBUSINESS JOURNAL's John Lombardo reports the Mavericks-Heat Finals matchup "is bolstering NBA merchandise sales that are expected to soar past last year’s levels.” NBA Exec VP/Global Merchandising Group Sal LaRocca said, “Last year, we had a double-digit increase, but we should end the season well over 20 percent.” LaRocca would not disclose total league merchandise sales. The Licensing Letter’s ’11 Sports Licensing Report said that that the NBA in '10 “generated $1.93 billion in gross sales for its licensed merchandise in the United States and Canada” (SPORTSBUSINESS JOURNAL, 6/6 issue).

GERMAN ENGINEERING: In Dallas, Brendan Case reported Mavericks fan Jordan Rogers created two Dirk Nowitzki-inspired T-shirts -- "Dirk Defined" and "Ghoastface Drillah" -- and had "sold about 500 of them as of mid-day Friday." Rogers "originally set out to make" the shirts just for himself. But then ESPN Radio 103.3 Dallas host Ben Rogers "started wearing one of Jordan's T-shirts" during the Mavericks-Lakers Western Conference Semifinals. Ben Rogers' partner, Jeff Wade, "got one, too, and the radio personalities started talking about the shirts" (DALLAS MORNING NEWS, 6/5)
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