Athletic Marketing Is At This Point A More Robust Industry Than The Games Themselves

Growing up in New York, I never thought about merchandising in athletic. Everybody there was either a Yankees supporter or a Mets fan. You always loved one and detested 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 never happened to me. I never thought about the fact that the teams weren't only fighting for victory, but also fighting for enthusiasts. Til I fell into a sports marketer position, I was pretty much unaware of how much cash changes hands behind the scenes. Pro sports merchandising is a multi billion dollar niche, and it is growing every year. Most athletic teams, in point of fact, earn more money off of selling athletic clothes than off of tickets!

Finding myself in a sports marketing firm was a pretty odd development for me. In many ways, I do not fit in there at all. Even though I majored in niche marketing and advertising, I have not ever been a big sports devotee. This placed me at odds with a business filled with athletic fanatics. Nevertheless, I have done my job pretty well. At the start, 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 are going to promote their teams. Even if you are an effectual marketer. If you can not talk shop and socialize with fluidity, it's hard to keep your position.

Essentially, I approached sports 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 company. After them, it was simple. Good sports teams sell them-selves, 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 some people who just love to root for a team that loses year after year. Merchandising sports to these varieties of enthusiasts is a smaller trade, But what they don't have in numbers than make up for in brand loyalty. They are the most committed enthusiasts in the business. The only time when athletic marketing is a tough sell is when a good team starts to slide. Suddenly, no-one wants anything to do with them. The rest of the time, though, the job is pretty much a breeze.

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