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SBD/June 17, 2011/Marketing and Sponsorship
Tim Thomas, Zdeno Chara Among Bruins Already Attracting Interest From Sponsors
Published June 17, 2011
CUP RUNNETH OVER: In Boston, Grillo & Turner report "scores of frenzied Bruins fans packed stores" on Thursday "in search of B’s gear, but the most popular items -- Stanley Cup hats, jerseys, car magnets and pennants -- were gone within hours of the championship win." Kyle Charon, a manager at a N.Y.-based Modell's Sporting Goods store who drove to Boston to lend a hand at the store in Medford, said, "It was a spectacle." Two Boston-area Modell's stores opened immediately after Game Seven, and Charon said, "The line was around the corner all the way down the mall, and the store was filled with people, and we went through 500 hats in less than an hour.” Grillo & Turner note the "madness was the same at Dick’s Sporting Goods stores across New England," which opened at 5:00am ET on Thursday to "accommodate fans who couldn’t wait to get their hands on Bruins jerseys, hockey sticks, locker room towels, T-shirts and decals" (BOSTON HERALD, 6/17). Also in Boston, Abelson & Mangouri report Bruins merchandise "sold out in less than an hour after Reebok," the NHL's official outfitter, opened its Patriot Place store on Thursday. Despite a "14-hour manufacturing marathon that began at 11 p.m. Wednesday, local shops could not keep up with the feverish demand fresh off the Bruins’ victory" (BOSTON GLOBE, 6/17).