Growing up in New York, I not ever thought about merchandising in sports. Everybody there was either a Yankees enthusiast or a Mets devotee. 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 athletic events, there was another competition going on never happened to me. I not ever thought about the fact that the teams weren't only fighting for victory, but also fighting for followers. Til I fell into an athletic marketer position, I was pretty much unaware of how much cash changes hands behind the scenes. Pro athletic merchandising is a multi billion dollar niche, and it is growing each 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. Although I majored in niche marketing and advertising, I have not ever been a big athletic follower. 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 athletic 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 are an effective marketer. If you can't talk shop and socialize with fluidity, it's difficult to keep your position.

Basically, I approached athletic 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 enthusiasts 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 faithfulness. As for the lower ranking athletic 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 athletic to these types of fans is a smaller trade, But what they lack in numbers than make up for in brand faithfulness. They are the most committed enthusiasts in the trade. The only time when athletic marketing 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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