Growing up in New York, I never thought about merchandising in sports. Everybody there was either a Yankees devotee or a Mets follower. You always loved one and detested the other, and so did your entire family. It was more of a tribal allegiance 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 truth that the teams weren't only fighting for victory, but also fighting for enthusiasts. Until I fell in to an athletic marketer position, I was pretty much oblivious to how much money changes hands behind the scenes. Pro athletic marketing is a multi billion dollar niche, and it is growing each year. Most sports teams, in fact, make 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 do not fit in there at all. Although I majored in niche merchandising and advertising, I have never been a big sports 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 various teams. This made my athletic merchandising job tough, since I did not 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 effective marketer. If you can't talk shop and socialize with fluidity, it's difficult to keep your position.

Fundamentally, I approached athletic merchandising like I approached school. I sat down and crammed for weeks at a time. Soon, I knew more about sports 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 allegiance. As for the lower ranking athletic teams, you can always play off of the underdog factor. There are a number of individuals who just love to root for a team that loses year after year. Marketing sports to these types of fans is a smaller trade, But what they don't have 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 good team starts to slide. Suddenly, no one wants anything to do with them. The rest of the time, though, the job is pretty much a breeze.

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