Merch sales are on the up after the Nuggets debuted new logos, branding and uniforms this offseasonNBAE/GETTY IMAGES
The Nuggets have been one of the biggest surprises of the NBA season, sitting in second place in the Western Conference with a 31-14 record and just one game behind the Warriors. That on-court success has led to success on the business side of the franchise. Kroenke Sports & Entertainment Dir of Marketing Communications Becca Villanueva said that the team has seen average home attendance grow by over 1,100 fans per game this season, good for a 7% bump. The spike in interest is not exclusive to Pepsi Center, as local ratings for Nuggets games on Altitude Sports & Entertainment are up 57% over ’17. The team also has seen growth in its social media mentions and interactions, with a 30% spike on Instagram and an 11.4% increase in Twitter followers since the start of the season. Merchandise sales are are booming after the Nuggets debuted new logos, branding and uniforms this offseason -- there has been a 95% sales climb over ’17-18, with jersey sales alone up 158% year-over-year. Villanueva said that the team is currently on track to “finish with the highest merchandise sales in club history.” Villanueva, a Denver native, said that she has not seen this type of interest in the team, both nationally and locally, since the Carmelo Anthony years.
GETTING IN EARLY: Current Nuggets sponsors like Western Union and Jack Daniels' have been “very excited” by the team’s season, said KS&E Exec VP/Partnership Marketing & Media Sales Ben Boylan. He noted the early success has led to greater interest from new sponsors. The Rocky Mountain Honda Dealers recently joined as the team's official vehicle sponsor, marking the first time the category has been filled in four years. The partnership with Honda has seen the creation of a unique activation in a skills competition for fans, similar to that seen at the NBA All-Star Game. Other new sponsors this season include Verizon, Arrow Electronics, Dos Equis, New Amsterdam and Biofreeze.
DEEPENING TIES: Since signing Western Union as its jersey patch sponsor in ’17, the Nuggets' relationship with the financial company has expanded greatly. That is continuing this season with the introduction of the Western Union First Shot, which sees the Nuggets invite a celebrity or athlete, preferably with local ties, onto the court before each game to attempt a three-point shot. Some of the guests this year have included Rockies P Kyle Freeland, Broncos RB Phillip Lindsay and IndyCar driver James Hinchcliffe. The promotion sees the Nuggets and Western Union donate to the Western Union Foundation, regardless of whether the guest makes the shot or not. KS&E VP/Partnership Marketing, Media & Digital Sales Michael Ceilley said that the team’s relationship with Western Union benefits from an “alignment of core values,” as both entities are “committed to the Denver community and bringing people together through sport.”
