Growing up in New York, I not ever thought about merchandising in sports. Everybody there was either a Yankees fan or a Mets follower. 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 truth that, beyond the athletic events, there was another competition going on never happened 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 in to an athletic marketer position, I was pretty much unaware of how much money changes hands behind the scenes. Pro athletic merchandising is a multi billion dollar niche, and it is growing each year. Most sports teams, in fact, make more money off of selling athletic clothes than off of tickets!
Finding myself in a sports merchandising firm was a pretty odd development for me. In many ways, I don't fit in there at all. Although I majored in niche merchandising and advertising, I have never been a big sports devotee. This placed me at odds with a business filled with sports fanatics. Nevertheless, 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 sports with them if you are going to promote their teams. Even if you are an effective marketer. If you can't 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 sports statistics than many of the most die-hard followers in the business. After them, it was a breeze. Good sports teams sell them-selves, 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 a number of individuals who just love to root for a team that loses year after year. Marketing athletic to these kinds of fans is a smaller trade, But what they lack in numbers than make up for in brand faithfulness. They are the most dedicated 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, however, the job is pretty much a breeze.
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