After a record year for MLB sales, buoyed by the Cubs' first championship since 1908, New Era Cap must figure out how it can come close to rivaling last season's 10% sales spike. Another Cubs championship would help, particularly if it were to come against a storied franchise like the Red Sox or Yankees. Before any of that comes to pass, MLB's longtime on-field cap rightsholders is trying to boost early season sales with an encore of its "Caps On" promo from last year. A dedicated TV spot includes Nationals RF Bryce Harper, Dodgers SS Corey Seager, Yankees P Dellin Betances, Mets P Noah Syndergaard, Cubs LF Kyle Schwarber, Red Sox OF Mookie Betts and Giants C Buster Posey. Social and digital media also will support the effort. The promotion, which encourages fans to wear MLB caps to celebrate Opening Day, extends across more than 2,200 retail locations in North America, with custom racks and displays at Lids, Dick's Sporting Goods, Champs and Kohl's. In total, 17 retailers are participating, up from nine last year. Teams also are promoting with their own media platforms and in stadia during Spring Training. Additional outreach has New Era sending caps to celebs and "cultural influencers," along with more than 250 mayors across the U.S. But beyond Opening Day, the question lingers as to how New Era will match the '16 numbers. “Everyone’s asking me that,’’ said New Era MLB Category Dir Tony DeSimone. “You don’t comp that with one thing, we’re going to do a number of different things...and if the Yankees do as well as they have so far, that would help us a lot as well.’’
