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SBD Global/July 24, 2014/Marketing and Sponsorship

Real Madrid Sells 900 James Rodríguez Shirts At $136 Apiece Following Player's Introduction

James Rodríguez during his official presentation at the Santiago Bernabéu.
Real Madrid's signing of James Rodríguez has "generated a fever called 'Jamesmanía' that has been evident beyond the stands" at the Santiago Bernabéu, according to Hugo Téllez of MARCA. Following the team's introduction of Rodríguez at the stadium on Tuesday, fans purchased 900 "James" shirts in "just one hour," showing that the excitement has "also carried over to Real Madrid's team store." Each of the shirts was sold at a price of €101 ($136), giving the store €90,900 ($122,400) in sales -- "15 shirts were sold per minute." Once the supply of the shirts ran out, "fans arriving late had to visit the printing machines to have a 10 stamped on their shirts." The rate of sales "fell after the initial rush, but given the boom, it can be said without fear of being mistaken that the shirts will be the most-sold" (MARCA, 7/23).
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