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Marketing and Sponsorship

Dodgers Fans Turn Frustration With Team Ownership Into Business Opportunity

Dodgers Owner Frank McCourt's ongoing legal battle to retain ownership of the team has created "opportunities for fans to share their discontent," and for a few "entrepreneurs among those agitated fans, those frustrations have turned into business opportunities," according to Bill Shaikin of the L.A. TIMES. After the Dodgers in June filed for bankruptcy protection, L.A.-based event promoter Jon Moore unveiled his "Frankrupt" clothing line with the slogan, "Apparel for the fed-up L.A. baseball fan." Moore said that he "had sold about 600 T-shirts, sweatshirts and caps online and 200 more in Tradition, a Westlake Village store." He said he created the line "out of total frustration." Moore: "We need to do something, so I thought, 'Let's make a shirt to show how upset we are.'" Shaikin reports MLB's online store "refuses orders for a Dodgers jersey personalized with the name 'Chapter' above the number 11, but various sites offer generic blue and white T-shirts with Chapter 11 on the back." The Internet site WeWantCuban.com offers "this deal: For every 'We Want Cuban' T-shirt you buy, a postcard will be sent to McCourt urging him to 'get the Frank out' and sell the team." Producer Michael Greene runs the site SellDodgers.com, which pitches its messages "on T-shirts in English and Spanish, for $14.95 each, with one version aimed at McCourt and another at his ex-wife, Jamie." Greene said that he had "lost about $1,000" in all. However, he added that he "wanted to call attention to the 'shenanigans' of the McCourts' alleged diversion of team revenue for personal use." Meanwhile, Josh Fisher runs the "respected" DodgerDivorce.com website, which provides "sober legal analysis without the general outrage against either or both of the McCourts." Fisher said that he "spent $10 to set up his site," and "rejected advertising inquiries from some anti-McCourt vendors" (L.A. TIMES, 8/2).

RIPPLE EFFECT: The WALL STREET JOURNAL's Eric Morath reports the Dodgers' Chapter 11 filing "might pick off one of its primary vendors: Facility Merchandising, Inc." FMI said the team's bankruptcy has led to a "business-threatening event" for the firm. In addition to holding "the exclusive contract to sell ball caps, T-shirts and other souvenirs at Dodger Stadium," the company has been the "official merchandiser for the past 22 Super Bowls and also works" for the U.S. Open tennis tournament, four NFL teams, the Ducks and the Coyotes. FMI in court documents indicated that its business "will be at risk if it's forced to make $6.5 million in payments to the baseball franchise this season and then has its Dodger Stadium contract canceled." A company in bankruptcy "has the right to reject burdensome contracts," and FMI is "asking the court to force the Dodgers to make that call on the merchandizing contract now." FMI said that it "needs to know if it will maintain the right to sell goods at the stadium." A hearing on FMI's contract request is set for Aug. 16 (WALL STREET JOURNAL, 8/2).

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