Group Created with Sketch.
Volume 25 No. 239
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Lightning's Alternate Jersey Opens Up New Revenue Streams

The team is projecting a 25-35% increase in retail sales largely due to the new scheme
Photo: FANATICS

The Lightning last week unveiled black alternate jerseys that could be a "significant source of new revenue for the team," according to Ashley Gurbal Kritzer of the TAMPA BAY BUSINESS JOURNAL. The jerseys, which "feature the team logo in gray on the chest, have been in development for two years." New uniforms always come with the "opportunity for new retail sales." But in this case, the new color scheme is being "parlayed into new merchandise from brands that include Lululemon, Adidas and Oakley." Lightning Senior VP/Event Management Kevin Preast said that the team is projecting a 25-35% "increase in retail sales" and that "this year, gross retail revenue" could total $5M. The new jersey is also a "lifestyle play," with the new color scheme appearing on "everything from skateboards to Tervis tumblers." Preast: "Our equipment guys, they’ll be wearing Lululemon products on the bench. We're taking this beyond just selling it -- it's things we believe in" (BIZJOURNALS.com, 2/11).