NFLShop.com, the league's online retailer, registered $2.7 million in post-Super Bowl merchandise sales Jan. 26-Feb. 8, essentially equaling the sales total the Web site recorded in the two weeks immediately after the 2002 Super Bowl.
Most of NFLShop.com's merchandise sales during this year's 14-day post-Super Bowl period was for Tampa Bay Buccaneers-branded Super Bowl championship products, including caps, T-shirts and the official Super Bowl XXXVII home video on VHS and DVD.
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| NFLShop.com sold $2.7M in two weeks. |
The championship merchandise, together with regular Bucs-branded items such as jerseys, accounted for about 90 percent of sales for the online site during the period, said Perry Cooper, the NFL's director of database marketing.
NFLShop.com, up and running since September 1999, had three seven-day periods this past season in which it delivered more than $2 million in merchandise sales: Dec. 1-7, Dec. 8-14 and Jan. 26-Feb. 1 (immediately after the Bucs' Super Bowl victory). According to Cooper, that's up from just one $2 million-plus seven-day period the previous season: Feb. 3-9, in the wake of Super Bowl XXXVI.
The Buccaneers' popularity extends beyond their home market. More than 60 percent of NFLShop.com's sales of Bucs-branded product in the Jan. 26-Feb. 8 time frame originated outside Florida, Cooper said.
The Bucs' popularity was apparent even before their Super Bowl victory. Since Dec. 1, Buccaneers-branded merchandise has been the third-best-selling team product across the entire NFL Shop spectrum, which, in addition to the online presence, includes a catalog business, a direct-marketing unit and a television element via the Home Shopping Network.
Before Dec. 1, the Bucs had been ranked No. 7, Cooper said.
