SBD/September 28, 2011/Marketing and Sponsorship

Tigers' First Divison Title In 24 Years Leads To Increased Merchandise Sales

Tigers merch becoming hot commodity after team wraps up first division title in 24 years
Detroit-area retailers said that interest in Tigers merchandise has "picked up after the team clinched its first division title in 24 years,” according to Jaclyn Trop of the DETROIT NEWS. Retailers said that “merchandise has been moving faster" since the Tigers beat the A’s Sept. 16 to win the AL Central and advance to the postseason for the first time since '06. Comerica Park Retail Director Janine Kurpiel said that the store is "adding more T-shirts bearing the names of players who weren’t as popular in the regular season," including Ps Rick Porcello, Max Scherzer and Doug Fister and SS Jhonny Peralta. Grand Rapids-based Meijer Inc., which has “superstores throughout Michigan, also reports an uptick in sales.” The difficulty now for retailers “is to gauge how much merchandise to order, especially since two full series remain before the World Series” (DETROIT NEWS, 9/28). In Michigan, Shandra Martinez noted sales at Grand Rapids-based retailer MC Sports “are brisk, with about 40 percent of the stock sold” in locations throughout the state and in Toledo. Grand Rapids-based Legends Sports & Games store owner Lou Brown said that his location “received a shipment of about six dozen division championship T-shirts last week and expects to sell out early this week.” Meijer, “which has a marketing partnership with the Tigers, had division champ clothing in its stores since" Sept. 17, the morning after the team won the championship (GRAND RAPIDS PRESS, 9/27).

: In Milwaukee, Stacy Vogel Davis wrote there was a “rush for Milwaukee Brewers playoff merchandise Saturday morning after the Brewers clinched their first division championship since 1982.” Shoppers “crowded around racks prominently displayed around the entrances of stores," and all locations were “selling T-shirts similar to the ones the players wore in the clubhouse Friday night and shirts with the team roster." Some stores were "selling playoff hats” (, 9/24).
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