Growing up in New York, I never thought about merchandising in sports. Everybody there was either a Yankees fan or a Mets fan. You always loved one and hated the other, and so did your whole family. It was more of a tribal loyalty than a decision. The truth that, beyond the sports events, there was another competition going on never happened to me. I not ever thought about the fact that the teams were not only fighting for victory, but also fighting for followers. Til I fell into an athletic marketer position, I was pretty much oblivious to how much money changes hands behind the scenes. Pro athletic 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 merchandising firm was a pretty odd development for me. In numerous ways, I don't fit in there at all. Even though I majored in niche marketing and advertising, I have not ever been a big athletic 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 sports marketing job tough, since I didn't 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're an effective marketer. If you cannot talk shop and socialize with fluidity, it's difficult to keep your position.

Basically, I approached sports marketing 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 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 sports teams, you could always play off of the underdog factor. There are some people who just love to root for a team that loses season after season. Marketing sports to these types of enthusiasts is a smaller trade, But what they lack in numbers than make up for in brand loyalty. They are the most committed followers in the trade. The only time when athletic merchandising 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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