Have you ever wondered where all those sporting merchandise products from shirts, custom branded caps, posters and literally dozens of other types of merchandise goes when a player switches teams goes? Or perhaps have you wondered how after a grand final series the players (and even fans) can get access to grand final victory merchandise seemingly within minutes after the final whistle? Well in the case of grand finals you would have probably already guessed that the merchandise has all been pre-printed. However, how did people know who will win? Has there been a major case of match fixing? Probably not, however more than likely the victory merchandise has been printed for both the teams before hand.
- Donating excess merchandise helps communities.
- Pre-printing victory merchandise ensures readiness.
- Promotional products boost brand visibility, loyalty.
Fate of Losing Team’s Sporting Merchandise?
The merchandise of the losing team be it any sporting code from AFL, NRL, Soccer, Cricket or any other code will generally end up in charity. In Australia we are generally quite good compared to the Americans and that we do not really print that many excess over runs so that the financial and environmental impact is relatively low. In the past though the merchandise tended to have been simply disposed in landfill. Today it is much better thanks to a better connected world between Sporting Teams & Suppliers (ie. people like us) & Charities. This increased communication means that much of the merchandise actually end up in the hands of developing countries and communities. (The irony is that many of these countries also produce the same products is not lost on me).
Why Do Teams Over Print Victory Merchandise
In the instance of player movements between clubs we can probably understand why old football club shirts of star players are removed from sale hence causing excess inventory. I mean did anyone really knew where Benji Marshall will be next season? Or for that matter Lebron James when his contract is up?
However why do teams pre print victory merchandise when they do not know the results? Well merchandise is part of the celebration routine, and it is also a quick easy way to score merchandise sales.
World Vision Charities
World Vision was one of the first large charities to jump on board and use merchandise to distribute to those in need. In the past few years more and more smaller charities have benefited from the excess stock that sporting teams inevitably will produce. It first started in America but now many Australian teams also supply and donate their printed sporting merchandise.
Sports Marketing Merch Importance
Promotional products in sports marketing are essential for increasing brand visibility, promoting team spirit and loyalty among fans, and generating significant revenue. Below are the key benefits of using promotional products in sports marketing:
- Brand recognition: Promotional products play a crucial role in increasing brand recognition. When fans wear customised sports uniforms, hats, or jerseys featuring team logos and colours, they become walking advertisements for the brand. As they go about their daily lives, others see the logo and colours, creating visibility and exposure for the brand. This visibility leads to increased brand recognition, as people associate the brand with the team they support.
- Increased fan loyalty: Promotional products help foster a deeper emotional connection between fans and their teams. When fans wear or use team merchandise, they feel a sense of pride and belonging, strengthening their loyalty to the team. It becomes more than just supporting a team; it becomes a part of their identity. This loyalty can translate into increased ticket sales, merchandise purchases, and overall support for the team.
- Direct engagement with fans: Promotional products enable teams to directly engage with their fans. Giveaways during games, outdoor events, and fan promotions create opportunities for fans to interact with the team. This interaction allows fans to feel valued and appreciated, strengthening their bond with the team. It also gives teams a chance to gather feedback, understand their fans’ preferences, and tailor their marketing strategies accordingly.
- Increase in sales: Selling promotional merchandise provides teams with an additional revenue stream. Fans are eager to support their favourite teams by purchasing merchandise, whether it’s team jerseys, caps, or other branded items. The revenue generated from merchandise sales can be used to fund various programs, such as community outreach initiatives, youth sports development, or upgrading team facilities. By offering high-quality and desirable promotional products, teams can maximise their sales potential and financial sustainability.
Final Thoughts
In conclusion, when players get traded or teams win or lose big games, their merchandise doesn’t just disappear. The losing team’s merchandise often goes to charity, benefiting communities in need. Meanwhile, teams overprint victory merchandise to be prepared for any outcome and to boost sales during the celebratory period. Promotional products in sports marketing play a crucial role in increasing brand recognition, fostering fan loyalty, and generating revenue. So next time you see someone rocking their team gear, remember that it’s not just a fashion statement, but also a way to support the team and make a positive impact.
