Athletic Marketing Is At This Point A Bigger Business Than The Games Themselves
Growing up in New York, I never thought about merchandising in athletic. Everyone there was either a Yankees devotee or a Mets supporter. You always loved one and detested 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 never occurred to me. I never thought about the truth that the teams weren't only fighting for victory, but also fighting for enthusiasts. Until I fell into a sports marketer position, I was pretty much oblivious to how much money changes hands behind the scenes. Professional sports marketing is a multi billion dollar niche, and it is growing each year. Most sports teams, in fact, earn more money off of selling sports clothing than off of tickets!
Finding myself in a sports marketing firm was a pretty odd development for me. In a number of ways, I do not 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 company filled with sports fanatics. Nonetheless, I have done my job pretty well. At first, I was not up to date on the various 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 effective marketer. If you can not talk shop and socialize with fluidity, it's hard to keep your position.
Essentially, 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 company. After them, it was a breeze. Good athletic teams sell themselves, so it is just a matter of playing on existing brand allegiance. 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 kinds of followers is a smaller business, But what they don't have in numbers than make up for in brand allegiance. They are the most dedicated fans in the trade. The only time when sports merchandising is a tough sell is when a good 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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