SBD/September 20, 2013/Marketing and Sponsorship

Companies Lining Up To Make Commemorative Mariano Rivera Retirement Items

Rivera and MLB will get a cut of the proceeds from retirement-themed items
Yankees P Mariano Rivera’s “exit from the game is going to be a profitable one, as more than 20 licensees have signed up to make roughly 150 retirement items,” according to Darren Rovell of ESPN.com. Licensees include Nike, New Era, Rawlings, Fathead and coin company Highland Mint. Steiner Sports Founder & CEO Brandon Steiner said that he also is “making a Rivera commemorative bat.” MLB and Rivera will “get a cut of the proceeds from the sale of the items.” Steiner said, “For minorities, he is like their Babe Ruth.” Steiner said that the Yankees “will start wearing special Mariano jerseys with his retirement logo patches Sunday and will play with balls with the logo on them.” The Yankees on Sunday also “will wear a special patch on their hats to commemorate Rivera's career.” Cap manufacturer New Era said that it will be the “first time an active player has been honored on a cap like this.” Steiner said that his company “will get some of the game-used items from Rivera from some of his final appearances, though he notes that Rivera will keep his uniform from his final on-field appearance” (ESPN.com, 9/19).
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