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SBD/June 11, 2014/Marketing and Sponsorship
Sporting K.C. Continues Fashion-Forward Trend By Selling Player's Clothing Line At Stadium
Published June 11, 2014
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SARTORIAL FOCUS: Moncke decided to forego an attempt to make AC78 a licensee because the company would have to become a leaguewide licensee, per MLS rules. But he was actually more interested in selling the apparel without Sporting K.C. or MLS logos, as long as it was in team colors. Moncke: “This wasn’t a situation where just because Aurelien had a line, we said, ‘We’re going to support it no matter what.’ Because there are a lot of guys who kind of have a line. The big thing is Aurelien’s line is fashion driven, and for us, our retail business is all about fashion. So these two things came together and fit perfectly.” The AC78 line has already boosted the club’s apparel sales to women. Moncke said, “A line like AC78 really props up the women’s business because it’s so fashion driven. So I think we saw good numbers for men, but particularly good numbers around the women’s business.” The specially made V-necks are only available at Sporting Park, but will eventually be sold on the team's website.
SALES OVERALL: Moncke said he is pleased with Sporting K.C.’s merchandise sales this season. After selling over 10,000 third jerseys last year, he said the club expects to sell two to three times that amount this year for its new striped secondary jersey. Sporting K.C. currently ranks second in MLS merchandise sales this season, behind the Sounders.