Revenue was mostly made up of sales of team-branded apparel, headwear and novelties
MiLB and its 160 clubs in the U.S. and Canada "combined to generate" a record $70.8M in "merchandise sales last year," according to data cited by David Broughton of SPORTS BUSINESS JOURNAL. That is up 4% from '16’s $68.3M and "marks the category’s eighth straight annual increase." The bulk of the revenue represents "sales of team-branded apparel, headwear and novelties." However, the total also includes a "record level of licensing fees and royalties paid directly to MiLB through baseball trading card contracts and the use of historic club marks," a grouping that increased by approximately 34% (SPORTS BUSINESS JOURNAL, 7/23 issue).
ALL IN THE NAME: In Jacksonville, Clayton Freeman notes the Double-A Southern League Jacksonville Jumbo Shrimp's name change is "paying dividends in at least one way: In the first full year with the new nickname," the team "broke into the top 25" in MiLB merchandise sales. Despite initial skepticism, the November '16 decision to switch from the Suns -- the team’s nickname since '90 -- appears to be "paying dividends on the balance sheet." The Jumbo Shrimp became the first Southern League team to "crack the top 25 in merchandise sales" since the '15 Biloxi Shuckers. The challenge, as Jumbo Shrimp Owner & CEO Ken Babby has "found out from experience, will be sustaining the momentum." In '14, Babby’s Double-A Eastern League Akron RubberDucks "changed their name from the Aeros and immediately rocketed into the top 25." However, the RubberDucks "dropped off the list the next year and have yet to return" (FLORIDA TIMES-UNION, 7/24).
