Sports Marketing Is Now A Larger Industry Than The Events Themselves

Growing up in New York, I not ever thought about merchandising in athletic. Everyone there was either a Yankees fan or a Mets devotee. You always loved one and detested the other, and so did your whole family. It was more of a tribal loyalty than a decision. The fact that, beyond the athletic events, there was another competition going on never occurred to me. I never thought about the fact that the teams weren't only fighting for victory, but also fighting for fans. Til I fell into a sports marketer position, I was pretty much unaware of how much money changes hands behind the scenes. Professional sports merchandising is a multi billion dollar niche, and it is growing each year. Most sports teams, in point of fact, earn more money off of selling sports clothes than off of tickets!

Finding myself in a sports marketing firm was a pretty odd development for me. In a number of ways, I don't fit in there at all. Although I majored in niche merchandising and advertising, I have not ever been a big athletic fan. This placed me at odds with a business filled with sports fanatics. Nonetheless, I have done my job pretty well. At first, I was not up to date on the different teams. This made my athletic merchandising job tough, since I didn't 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 are an effective marketer. If you can not talk shop and socialize with fluidity, it's hard to keep your position.

Basically, I approached athletic merchandising like I approached school. I sat down and studied 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 a breeze. Good athletic teams sell themselves, so it is just a matter of playing on existing brand loyalty. As for the lower ranking athletic teams, you can always play off of the underdog factor. There are some people who just love to root for a team that loses season after season. Merchandising athletic to these types of followers is a smaller business, But what they lack in numbers than make up for in brand allegiance. They are the most dedicated enthusiasts in the trade. The only time when sports marketing 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, however, the job is pretty much a breeze.

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