Athletic Merchandising Is At This Point A Bigger Industry Than The Games Themselves
Growing up in New York, I never thought about merchandising in athletic. Everyone there was either a Yankees enthusiast or a Mets fan. 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 sports events, there was another competition going on never occurred to me. I never thought about the fact that the teams were not only fighting for victory, but also fighting for fans. Until I fell in to an athletic marketer position, I was pretty much oblivious to how much money changes hands behind the scenes. Professional sports merchandising is a multi billion dollar niche, and it is growing every year. Most sports teams, in fact, make more money off of selling athletic 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 don't fit in there at all. Even though I majored in niche merchandising and advertising, I have never been a big sports devotee. 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 different teams. This made my sports 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're an effective marketer. If you can not talk shop and socialize with fluidity, it's hard to keep your position.
Basically, I approached sports 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 enthusiasts 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 faithfulness. As for the lower ranking sports 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 sports to these kinds of followers is a smaller business, But what they lack in numbers than make up for in brand loyalty. They are the most dedicated fans in the business. The only time when athletic 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, however, the job is pretty much a breeze.
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I felt that I knew the principles of advertising pretty well, but I knew that my lack of education in the field was holding me back. Basically, even though I was highly educated, I did not have any background in the principles of merchandising.
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