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Volume 27 No. 30
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Fanatics Data Shows Golden Knights Top NHL Merch Sales

Golden Knights merchandise sales have increased 80% since the team locked in a playoff spot

The Golden Knights concluded their inaugural NHL campaign by being ranked first in team merchandise sales since the start of the season, according to Fanatics. Additionally, there has been an 80% increase in Golden Knights merch sales since the team two weeks ago qualified for the postseason when compared to the two weeks prior. Las Vegas clearly is the top market for Golden Knights merch, but it is followed by L.A., N.Y., Pittsburgh and Chicago. Golden Knights merch has been purchased by fans in more than 90 different countries (Ian Thomas, Staff Writer). Fanatics co-President of Direct-to-Consumer Business Jack Boyle said it is "safe to assume that we've never seen this kind of response" for an expansion team. Boyle said that there is always "early excitement" for a new sports franchise, but what has "'compounded the power' of Golden Knights sales is the team's on-ice performance." Among the top items being sold are G Marc-Andre Fleury's No. 29 jersey, which is the "best-selling on the team and in the top five overall for the NHL." Golden Knights CMO Brian Killingsworth, who previously worked for NFL and MLB teams, said he has "never seen a market get behind a team like this one." He said that at T-Mobile Arena, even fans of visiting teams are "lining up to buy Knights' gear." Killingsworth added when the Golden Knights recently sold limited-edition posters -- 702 were available at $70.20 each -- at its City National Arena practice rink, "we had lines around the building for a good eight hours straight" (LAS VEGAS REVIEW-JOURNAL, 4/12).

FAN LOYALTY: In Boston, Stan Grossfeld noted Bruins C Patrice Bergeron jerseys are the "top sellers in the Bruins Pro Shop this season," followed by D Charlie McAvoy, RW David Pastrnak and LW Brad Marchand jerseys. Authentic player jerseys at the Garden Pro Shop are sold for "up to $230." Bergeron said, "I know it's real expensive. I do appreciate the fans spending that money to support us. It's pretty amazing" (BOSTON GLOBE, 4/10).