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SBD/June 12, 2014/Marketing and Sponsorship
For World Cup Jerseys, Apparel Makers Mostly Eschew Names On Back
Published June 12, 2014
WHAT'S SELLING? In New Jersey, Andrew Wyrich reports both Sports Authority and Dick's Sporting Goods in Paramus, N.J., had "large sections devoted to World Cup replica jerseys, T-shirts, soccer balls and scarves." Sports Authority "was even offering a World Cup trivia board game as part of their display." Sports Authority Divisional Merchandise Manager Rob Will said that World Cup sales "have been strong ahead of the tournament, and he expects that to continue during the weeks after Father’s Day." Dick's Sporting Goods Community Marketing Manager Brian Hagerman said that jerseys "have been popular among customers at Dick’s in the weeks heading up to the international tournament -- with United States, Brazil, Argentina, Spain and Mexico jerseys the top sellers." The jerseys "can range from $50 to more than $90." Will said that U.S. and Mexico jerseys "have been the strongest sellers at Sports Authority" (Bergen RECORD, 6/12). In Seattle, Nick Eaton noted Dempsey's jersey and "other merchandise are the best-selling among all soccer players" on Fanatics.com. Dempsey’s Team USA merchandise sales "have jumped" more than 300% in the past week. Trailing Dempsey in sales were Brazil F Neymar, U.S. MF Michael Bradley, Portugal MF Cristiano Ronaldo, and Argentina F Lionel Messi. Fanatics said that its top-selling national teams "were USA, Brazil, Italy, Portugal and England" (SEATTLEPI.com, 6/10).