SBD/October 17, 2012/Marketing and Sponsorship

Cardinals See Spike In Fanatics.com Merch Sales, Social Media Metrics With Playoff Run

Cardinals 3B David Freese's jersey is No. 5 in sales among all MLB players
The Cardinals "are the third-best selling MLB team" on Fanatics.com behind the Yankees and Tigers, according to the website's figures cited by Joe Holleman of the ST. LOUIS POST-DISPATCH. The Cardinals "have the biggest jump in sales among all MLB teams" at 162% from the first week of October to the second week of the month. The jersey of Cardinals 3B David Freese "is No. 5 among all jerseys in sales" behind Yankees SS Derek Jeter, Tigers 3B Miguel Cabrera, Giants C Buster Posey and Braves 3B Chipper Jones (STLTODAY.com, 10/16). Cardinals PR & Civic Affairs Dir Ron Watermon said the team's social media accounts have experienced an "explosion" of growth during the postseason. In St. Louis, Matthew Hibbard notes the team has "added more than 12,000 new fans" to its Facebook page since Oct. 8. The Cardinals also have added "more than 14,000" Twitter followers. Watermon said that the team's Instagram account has grown 427% "from 980 followers on Sept. 18 to 5,162 followers" (BIZJOURNALS.com, 10/15). 

YOUR NAME HERE: In Detroit, Bill Shea cites data from sponsorship measurement firm Front Row Analytics showing that Dallas-based Comerica Bank "potentially will reap $22.1 million worth of local and national broadcast media marketing exposure value from Detroit Tigers playoff games at Comerica Park." Front Row Senior VP Eric Smallwood said that the value is "calculated by examining all of the bank's signage at the ballpark, which includes the foul poles, scoreboard, upper fascia and elsewhere, along with verbal mentions by TBS, Fox and MLB Network broadcasters and images on broadcasts." Shea notes the $22.1M is "if the Tigers play the maximum number of home games through the World Series" (CRAINSDETROIT.com, 10/16).
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