SBD/April 25, 2014/Marketing and Sponsorship

Penguins Generate $100K In Additional Revenue From Holiday-Themed Merchandise

Holiday-themed T-shirts from the Penguins retailed for about $22
Penguins Senior VP/Sales & Service David Peart said that the six holiday-themed T-shirts sold this season "generated $100,000 in additional revenue for the team," according to Michael Sanserino of the PITTSBURGH POST-GAZETTE. The T-shirts feature the team's skating penguin holding a hockey stick logo "dressed in various festive garb." The shirts, which "retail for about $22, were developed in the offseason as a way to sell merchandise to fans who already owned the fan essentials -- a basic Penguins T-shirt or a jersey of their favorite player." The Penguins developed "two shirts for Halloween and one shirt each for Thanksgiving, Christmas, Valentine’s Day and St. Patrick’s Day." The team has "marketed St. Patrick’s Day apparel for several years but featured a new design for the holiday-themed apparel." The Penguins "weren’t necessarily hurting in merchandise sales." NHL data showed that the Penguins had "three players rank among the 25 best-selling jerseys" during the '13-14 regular season. Meanwhile, Aramark GM for PNC Park Steve Musciano said that the Pirates "do not have the ability to tie their brand to retail's heavy-hitting holidays." He added, "We don’t really have a whole lot of holidays through the summer" (PITTSBURGH POST-GAZETTE, 4/25).
Return to top
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug