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Sports Merchandising Is Currently A More Robust Business Than The Matches Themselves
Growing up in New York, I never thought about marketing in athletic. Everyone there was either a Yankees supporter or a Mets fan. You always loved one and disliked the other, and so did your entire family. It was more of a tribal allegiance than a decision. The fact that, beyond the sports events, there was another competition going on not ever occurred to me. I never thought about the truth that the teams were not only fighting for victory, but also fighting for fans. Until I fell in to a sports marketer position, I was pretty much oblivious to how much cash changes hands behind the scenes. Professional sports marketing is a multi billion dollar niche, and it is growing every year. Most sports teams, in fact, make more money off of selling sports clothing than off of tickets!
Finding myself in an athletic marketing firm was a pretty odd development for me. In a number of ways, I do not fit in there at all. Even though I majored in niche merchandising and advertising, I have never been a big sports follower. This placed me at odds with a company filled with athletic fanatics. Nonetheless, I have done my job pretty well. At first, I was not up to date on the various teams. This made my sports merchandising job tough, since I did not know the niche! People expect you to be able to talk sports with them if you're going to promote their teams. Even if you're an effectual marketer. If you cannot talk shop and socialize with fluidity, it's hard to keep your position.
Fundamentally, I approached sports merchandising like I approached school. I sat down and crammed for weeks at a time. Soon, I knew more about sports statistics than many of the most die-hard enthusiasts in the company. After them, it was simple. Good athletic teams sell themselves, so it is just a matter of playing on existing brand fidelity. As for the lower ranking sports teams, you can always play off of the underdog factor. There are a number of individuals who just love to root for a team that loses year after year. Merchandising sports to these versions of enthusiasts is a smaller business, But what they don't have in numbers than make up for in brand loyalty. They are the most dedicated fans in the business. The only time when sports merchandising is a tough sell is when a great team starts to slide. Abruptly, nobody wants anything to do with them. The rest of the time, though, the job is pretty much a breeze.
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