Growing up in New York, I never thought about merchandising in athletic. Everybody there was either a Yankees devotee or a Mets enthusiast. You always loved one and detested 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 never occurred to me. I not ever thought about the truth that the teams were not only fighting for victory, but also fighting for enthusiasts. Til I fell in to an athletic marketer position, I was pretty much oblivious to how much money changes hands behind the scenes. Professional athletic marketing 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 a sports marketing firm was a pretty odd development for me. In numerous ways, I do not fit in there at all. Even though I majored in niche merchandising and advertising, I have not ever been a big sports devotee. This placed me at odds with a company filled with sports fanatics. Nonetheless, I have done my job pretty well. At the start, I was not up to date on the various 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 effective marketer. If you can not talk shop and socialize with fluidity, it's difficult to keep your position.

Fundamentally, 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 a breeze. Good athletic teams sell them-selves, so it is just a matter of playing on existing brand allegiance. 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 kinds of followers is a smaller trade, But what they don't have in numbers than make up for in brand loyalty. 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. Abruptly, 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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