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Volume 26 No. 47
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Russell Athletic Signs On With Mascot HOF In Multiyear Deal

The National Mascot HOF today is expected to announce a multiyear deal with Russell Athletic, with the apparel company providing HOF staff with branded gear and logoed merchandise for the museum’s in-venue and online gift shop. The $17M interactive museum is scheduled to open Dec. 26 in Whiting, Ind., 30 minutes from Chicago. Brian Connolly, managing principal at Victus Advisors, a management firm hired by the city to analyze the project, said the partnership makes Russell the HOF’s preferred, but not exclusive, supplier. Connolly said the deal is a "cash sponsorship initially, nothing tied to sales," but Victus has "discussed expanding the relationship that way in the future if/when Russell starts selling MHOF-branded apparel outside of the Hall through their various retail channels.”

Financial terms of the deal were not available, but when the Hall was announced in '16, sponsorships were expected to sell for $50,000. Centier Bank committed $250,000 to be the sole founding partner. Other contributors include the Blackhawks, Bulls, White Sox, Indians, Mets, Phillies and Auburn Univ. Rick Jones of FishBait Marketing arranged the deal.