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Growing up in New York, I never thought about marketing in sports. Everyone there was either a Yankees enthusiast or a Mets follower. You always loved one and disliked the other, and so did your whole family. It was more of a tribal allegiance than a decision. The truth that, beyond the sports events, there was another competition going on not ever happened to me. I never thought about the fact that the teams were not only fighting for victory, but also fighting for fans. Til I fell in to an athletic marketer position, I was pretty much oblivious to how much cash changes hands behind the scenes. Pro sports merchandising is a multi billion dollar niche, and it is growing every year. Most sports teams, in point of fact, make more money off of selling athletic clothing than off of tickets!

Finding myself in an athletic merchandising firm was a pretty odd development for me. In many ways, I don't fit in there at all. Even though I majored in niche merchandising and advertising, I have not ever been a big sports supporter. This placed me at odds with a company filled with athletic fanatics. Nevertheless, 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 didn't 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 effectual marketer. If you can't 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 studied for weeks at a time. Soon, I knew more about sports statistics than many of the most die-hard followers in the company. After them, it was simple. Good sports 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 some people who just love to root for a team that loses year after year. Marketing sports to these versions of fans is a smaller business, 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 merchandising is a tough sell is when a great 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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