Heat Licensees Finding New Ways To Market Team As It Makes Fourth Straight Finals Trip

As the Heat "make their fourth straight trip to the NBA Finals, marketers are finding new ways to promote the team, the league and related businesses," according to Doreen Hemlock of the South Florida SUN-SENTINEL. Heat fans just in time for the Finals "now have their own local beer." Miami-based Wynwood Brewing Co. "had been experimenting with making an American wheat ale ... when Heat executives stopped in, tried it and liked it." Now, White Hot Wheat is "available at the AmericanAirlines Arena and at the tap-room of the months-old brewhouse." Meanwhile, there is a "bigger line of popular Peace Love World gear this year" for female fans. The Heat "reached out to the fast-growing Miami company last spring to design some hip women's shirts for fans and sell the gear at the arena." Peace Love World Founder Alina Villasante said of the shirts, which retail for about $35-98 per item, "They were flying off the racks. By the time they were delivered, they'd sell out in seven minutes." Execs from other NBA teams "saw that success and started ordering for their teams," as the company last month "earned an NBA license to make women's wear for all 30 teams, allowing it to sell Heat merchandise over the Internet as well as in stores" (South Florida SUN-SENTINEL, 6/9).