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Athletic Merchandising Is Now A Larger Business Than The Matches Themselves
Growing up in New York, I never thought about marketing in athletic. Everybody there was either a Yankees enthusiast or a Mets follower. You always loved one and disliked the other, and so did your entire family. It was more of a tribal loyalty than a decision. The fact that, beyond the sports events, there was another competition going on not ever occurred to me. I not ever thought about the fact that the teams weren't only fighting for victory, but also fighting for fans. Until I fell into a sports marketer position, I was pretty much oblivious to how much cash changes hands behind the scenes. Professional athletic merchandising is a multi billion dollar niche, and it is growing each year. Most sports teams, in fact, earn more money off of selling sports clothes than off of tickets!
Finding myself in an athletic marketing firm was a pretty odd development for me. In numerous ways, I don't fit in there at all. Although I majored in niche merchandising and advertising, I have never been a big athletic enthusiast. This placed me at odds with a business filled with athletic fanatics. Nonetheless, I have done my job pretty well. At the start, I was not up to date on the different teams. This made my athletic merchandising job tough, since I did not know the niche! People expect you to be able to talk athletic with them if you're going to promote their teams. Even if you're an effectual marketer. If you can not talk shop and socialize with fluidity, it's difficult to keep your position.
Basically, I approached athletic merchandising like I approached school. I sat down and crammed for weeks at a time. Soon, I knew more about athletic statistics than many of the most die-hard fans in the business. After them, it was simple. Good athletic teams sell them-selves, so it is just a matter of playing on existing brand faithfulness. As for the lower ranking athletic 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 season after season. Merchandising sports to these versions of followers is a smaller trade, But what they lack in numbers than make up for in brand faithfulness. They are the most dedicated fans in the trade. The only time when sports merchandising is a tough sell is when a great team starts to slide. Abruptly, no one wants anything to do with them. The rest of the time, however, the job is pretty much a breeze.
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