SBD/June 29, 2012/Marketing and Sponsorship

Nationals Seeing Surge Of Merchandise Sales At Ballpark Behind Harper, Strasburg

Harper jersey sales helped the team's in-stadium merchandise sales surge 60%
Nationals COO Andy Feffer said that the team's in-stadium merchandise sales "are up more than 60 percent year to year," according to Dan Steinberg of the WASHINGTON POST. The top-selling jerseys inside Nationals Park are LF Bryce Harper, P Stephen Strasburg and 3B Ryan Zimmerman, which means "a lot of people are investing in a jersey that wasn't previously available." Harper made his MLB debut this season, while Strasburg missed the majority of the '11 season due to injury. Feffer said, "People follow Strasburg and Harper. Kids really connect with Harper. Having those two players, along with the rest of our guys, has really helped to increase merchandise sales." Steinberg noted there also is "just the regular old excitement that comes with having a first place, playoff-contending team." Feffer: "You're seeing more Curly W caps than ever around town. It's kind of ubiquitous now throughout the area. The Nationals are "cool now, and everyone's wearing the gear." Feffer also cited the team's "new partnership with Gameday Merchandising, which took over the in-stadium merchandise operation in the offseason." Additionally, the Nationals became the first team in MLB "to create a New Era walk-in store on the main concourse." Feffer said that it is the "most successful in-stadium merchandise location after the main team store and the home-plate location" (WASHINGTONPOST.com, 6/28).
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