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Merchandising Mastery: Unlocking Profit and Brand Potential at Your Sports Events
1 Introduction
In the ever-evolving landscape of sports and travel tourism, the role of merchandising is critical. Effective merchandising not only enhances the fan experience but also significantly boosts revenue and brand visibility.
ARE YOU MAXIMIZING YOUR BRAND’S REVENUE POTENTIAL?
Our latest merchandise white paper helps you learn how to create a customized brand solution through merchandise sales.
1. Increased Revenue: Merchandise sales provide an additional revenue stream that can significantly boost your event’s financial performance.
2. Enhanced Fan Engagement: Offering event-specific merchandise creates a deeper connection between fans and the event, enhancing their overall experience.
3. Brand Visibility: Branded merchandise acts as a walking advertisement, increasing visibility and awareness of your event.
4. Memorabilia: Merchandise serves as a tangible memento, allowing attendees to relive their experience long after the event has ended.
5. Data Collection: Merchandise sales can provide valuable data on consumer preferences and behaviors, informing future marketing strategies.
2 Deciding to Facilitate Merchandise Sales: In-House vs.
Third-Party
In-House
Merchandise Sales
Handling merchandise sales internally gives you full control over the process, from design to sales.
PROS:
• Complete Control: You manage all aspects, ensuring the merchandise aligns perfectly with your brand and event vision.
• Higher Profit Margins: Without a third-party taking a cut, you retain a larger share of the profits.
• Direct Customer Interaction: Enhances customer service and allows for immediate feedback.
CONS:
• Resource Intensive: Requires significant time, effort, and staff to manage production, sales, and logistics. You bear all the financial risk if merchandise does not sell as expected. May lack the professional expertise in merchandising that specialized companies offer.
Partnering with a professional merchandising company can streamline the process and bring in
Many companies operate on a consignment basis, so you only pay for what sells. They handle staffing, setup, and teardown, allowing you to focus on the event.
Benefit from expert design creation and approval services.
Advanced POS Systems: Utilize modern point of sale (POS) systems for seamless transactions and inventory tracking.
• Logistics Support: Includes comprehensive support with manikins, grid tables, and skirting for an organized display.
• Detailed Sales Reports: Receive detailed sales reports to analyze performance and plan future strategies.
CONS:
• Profit Sharing: A portion of the profits goes to the third-party company.
• Less Control: You may have less control over design and sales operations.
A Professional Merchandise Company Will Provide:
• Risk-Free Merchandising - Partnering with a professional merchandising company minimizes financial risk. These companies often operate on a consignment basis, ensuring you only pay for what sells.
• Turnkey Staffed Retail Operation - A professional merchandising company will handle all aspects of the retail operation, including staffing, setup, and teardown, allowing you to focus on the event.
• Free Design Creation and Approval - Benefit from complimentary design services to create and approve merchandise concepts.
• Rosters with Participants or Teams - Offer merchandise featuring participant or team names for a personalized touch.
• Concert Concept - Implement a concert-style merchandising approach for a dynamic retail experience.
• Point of Sale (POS) on Remote iPads - Utilize modern POS systems on iPads for seamless transactions and inventory tracking.
• Logistics Support - Comprehensive logistics support includes manikins, grid, tables, and skirting for an organized and attractive display.
• Concert Style vs Retail Walk-in Customer Experience Store - Choose between a concert-style setup or a traditional retail store layout based on your event’s needs.
• Ability to Take ‘Post Event Sales’ - Offer post-event sales for merchandise that sold out during the event to capitalize on ongoing demand.
• Detailed Sales Reports - Receive detailed sales reports to analyze performance and plan future merchandising strategies.
3
Starting Point: Making the Decision
The first step in your merchandising journey is deciding whether to handle it in-house or partner with a third-party company.
Consider the following:
1. Assess Your Resources: Determine if you have the necessary staff, time, and expertise to manage merchandising internally.
2. Evaluate Risk vs. Reward: Weigh the potential higher profits of in-house sales against the reduced risk and professional support of a third-party company.
3. Understand Your Audience: Analyze your audience’s preferences and behaviors to choose the best merchandising strategy.
4. Plan for Logistics: Ensure you have a solid plan for production, inventory management, sales, and post-event follow-up.
Weigh the potential higher profits of in-house sales against the reduced risk and professional support of a third-party company.
4 Pre-Event Marketing Plan
Create and Approve Event Merchandise DesignsDesigning event-specific merchandise is the cornerstone of a successful merchandising strategy.
Collaborate with graphic designers to create unique appealing designs that resonate with the event’s theme and audience. Ensure all designs are approved well in advance to allow for production and marketing.
Incorporate Geographic Themes and Images - Infuse your merchandise with local flavor by incorporating geographic themes and images. This localization not only makes the merchandise more attractive but also serves as a memorable keepsake for attendees.
Solicitation of Pre-sales for Exclusive Event Merchandise - Generate excitement and anticipation by offering exclusive pre-sale merchandise. This not only boosts early revenue but also helps gauge interest in different items allowing for better inventory management.
E-blast Campaign - Utilize your existing database to promote pre-sales and event merchandise. Send targeted email blasts to registrants participants and members highlighting the exclusive merchandise available for pre-order. Include visually appealing images and compelling calls to action to drive sales.
5 During The Event Marketing Plan
At The Venue or In The Venue Signage - Effective signage at the event venue is crucial for driving foot traffic to your merchandise stands. Use eye-catching banners posters and digital displays to guide attendees to your retail locations.
PA Announcements - Regular PA announcements can keep attendees informed about available merchandise special promotions and limited-time offers. Ensure the messaging is clear concise and engaging.
Digital LED & Billboards Scoreboards and Ribbon Boards - Leverage the digital infrastructure of the venue such as LED billboards scoreboards and ribbon boards to display merchandise advertisements. Dynamic high-resolution visuals can capture the attention of attendees and encourage impulse purchases.
Official Programs Flyers and Leaflets - Distribute official programs flyers and leaflets that feature your merchandise offerings. Include QR codes or URLs for easy access to online stores and pre-order platforms.
Effective signage at the event venue is crucial for driving foot traffic to your merchandise stands.
6
Best Selling Souvenir Merchandise
Event Specific Apparel- Custom-designed event-specific apparel remains a top seller. Ensure a variety of styles and sizes to cater to all attendees.
Tees and Sweatshirts: Always popular these items are a staple of event merchandising.
Headwear: Caps and hats with event logos are versatile and desirable.
Polos and 1/4 Zips: Offer more upscale options for attendees looking for functional yet stylish merchandise.
Shorts and Joggers: Comfortable and trendy these items appeal to a wide range of attendees.
CUSTOMER CUSTOM OR EXPERIENCE OPTIONS:
Airbrush Artist - Engage an airbrush artist to create custom on-the-spot designs.
Heat Seal Press - Provide a heat seal press for instant personalization of apparel.
Live Screen Printing - Offer live screen printing for a unique and engaging attendee experience.
Emblem Experience - Create a memorable experience with on-site emblem customization.
7 Unlocking Digital Revenue
Official Online Store - Launch an official online store to reach a wider audience and generate additional revenue.
Home Page Banners -
Product on Demand (POD) - NO Minimums!without minimum quantity requirements.
Over 90,000 Merchandise Selectionspreferences.
New Decoration Styles (POD and Bulk)bulk orders.
Digital To Film (DTF)high-quality durable prints.
Emblems - Offer a variety of emblems for customization.
48 Hours Productionturnaround times for customer satisfaction.
2 Week Fulfillmentperiod from order to delivery.
diverse tastes and preferences.
8
Topics of Discussion
Best Fabric for Apparel - Explore the best fabrics for different types of apparel balancing comfort durability and cost.
Cotton vs Poly (Consumer) - Discuss the pros and cons of cotton vs polyester for consumer preferences.
Best Decoration Options - Compare traditional decoration methods like screen printing and embroidery with trending options like DTF and heat-applied emblems.
Onsite Sales B2C vs Online Sales B2C - Evaluate the benefits of onsite B2C sales versus online B2C sales.
Best Use of Your Data to Make Sales and Profits - Leverage your data to drive sales and maximize profits through targeted marketing.
Schedule Monthly Email Campaign to Drive Traffic to Official Website - Plan monthly email campaigns to keep your audience engaged and drive traffic to your official website.
Automation of Selling Event Merchandise with Registrations and Apps - Integrate merchandise sales with event registrations and mobile apps for a seamless experience.
Bundle Merch Options at Time of Registration - Offer merchandise bundles during registration for convenience and increased sales.
10% Limited Time Discount for Online Merchandise - Encourage online purchases with a limited-time discount offer.
9 Sales Data and Insights
Merchandise Sales Trends
Merchandise sales at sports events have shown significant growth in recent years. According to recent studies, the average per capita spending on event merchandise ranges from $10 to $30 depending on the type and scale of the event. Major events such as the Super Bowl, NBA Finals, and World Series see merchandise sales contributing up to 15% of the total event revenue.
CASE STUDIES
• Super Bowl: In 2023, Super Bowl merchandise sales reached an estimated $175 million, with apparel making up 60% of total sales.
• NBA Finals: The 2022 NBA Finals saw merchandise sales exceeding $60 million, with a significant increase in online sales compared to previous years.
COLLEGE SPORTING EVENTS
• World Series: The 2021 World Series reported merchandise sales of over $50 million, highlighting the importance of high-quality event-specific products.
College sports events are a significant revenue stream for merchandise sales, often driven by the strong loyalty and large fan bases of the schools.
• NCAA Championships: Merchandise sales at NCAA Championship events, including basketball’s March Madness and football bowl games, can exceed $10 million per event. Apparel, particularly T-shirts and sweatshirts featuring school logos and championship branding, is the top seller.
STATE HIGH SCHOOL SPORTING CHAMPIONSHIPS
• Regular Season Games: Large universities with successful sports programs often see per-game merchandise sales exceeding $100,000. Items such as jerseys, hats, and novelty items like foam fingers are popular.
High school sports events also present lucrative merchandising opportunities, particularly for state championship
• State Championships: Merchandise sales at state high school championships can reach up to $500,000 per event. The most popular items include T-shirts, hoodies, and commemorative programs.
• Regional and Local Tournaments: Even at smaller regional tournaments, merchandise sales can total between $50,000 and $100,000, driven by community support and school pride.
10 Conclusion
By implementing a comprehensive merchandising strategy, sports events can unlock significant profit and brand potential.
From pre-event marketing to on-site sales and post-event digital revenue, each step plays a crucial role in the overall success of the merchandising efforts. Partnering with a professional merchandise company can further streamline operations and enhance the attendee experience. Embrace these strategies to maximize your merchandising mastery and achieve your event goals.
About Us
Sports ETA
As the only non-profit 501(c)3 trade association for the sports events and tourism industry in the United States, Sports ETA is the most essential resource for sports commissions, sports destinations, sports event owners, and industry partners. We believe sports tourism and the events that our members own and host have the power to transform society for the better. Our passion is to help sports events and tourism professionals achieve previously unimaginable levels of performance. We do this by nurturing a community of smart, creative, and interesting people: our members. Visit sportseta.org
Our Experts
Randy Sparks CEO/Founder of Team IP
Steve Bailey Chief of Business Development
Baylee Robinson
Chief of Olympic and NGB Business Development
About Team IP
Team IP provides a wide range of services to help clients promote their brand, generate revenue, and maximize their return on investment. These services include custom apparel, branded products, and experiential marketing. The team at Team IP provides comprehensive support throughout the entire process, from design to development to production to distribution. Our team has extensive experience helping brands shine and are committed to helping clients create lifetime memories for their customers. Team IP have worked with some of the biggest names in sports and entertainment to create unique campaigns that engage fans and drive sales.