Impressions - Sports Fan Retailer - December 2013 - (Page 4)

FOR THE RECORD A Lifetime Fan Jamar Laster I was shocked and a little confused as I stared at the 12" x 6" rectangular thing that lay on the kitchen table. During the final semester of my senior year in high school, fresh off my acceptance into college, I arrived home one day to find that my mom had purchased a novelty license plate commemorating my continuing education. It proclaimed her the proud parent of a new UGA Bulldog (a "Georgia Mom," it displayed). But my shock had nothing to do with expecting a grander display or that the plate seemed a little on the flimsy side - it appeared to be made of a sturdy cardboard rather than actual metal. I actually was astonished that she had bought anything at all with which to adorn the car. See, she was inspired to mount a bumper sticker when I made the honor roll in junior high school, and it turned out to be a nightmare to remove when she tried to sell the car. Needless to say, bumper stickers were forbidden no matter how regularly I made the honor roll thereafter. My acceptance into what's now my alma mater made mom an instant - and probably lifetime - fan. Over the years, her fandom meant she bought more stuff - apparel, accessories, mugs, and headwear - for her and me, all bearing the University of Georgia name or logo. Never one to beat down her enthusiasm, she has even been known to let out a few Bulldog barks every now and then. But that "Georgia Mom" license plate affixed to the front bumper of her 1996 Oldsmobile Ciera was my earliest example of how powerful fan passion can be when it comes to licensed merchandise. Retailers who cater to sports fans nationwide know this, and the money piled up in retail sales proves it. In fact, research shows that some $4.62 billion were spent at retail on collegiate licensed goods last year. But that's just a slice of the pie. According to The Licensing Letter, overall licensed merchandise retail sales totaled more than $13 billion in the United States and Canada in 2012. Why all the hoopla over licensed products? Fans are galvanized by their favorite teams, and the spirit and camaraderie that permeate a group of fans makes them feel - well - part of the team. They have a collective identity, which licensed products help create. Retailers who serve these fans also play a part, whether through a varied product mix that leaves no customer's fancy unmet or merchandising that fully immerses customers in team spirit. Mom's novelty license plate made it onto the front bumper of one more car until it met its demise. But don't worry, she's still wearing UGA caps and T-shirts, and drinking from UGA mugs. And barking - still. Jamar Laster Editor 4 December 2013 04_SFR_1213_ForTheRecord.indd 4 SportsFan Retailer 11/19/13 9:14 AM

Table of Contents for the Digital Edition of Impressions - Sports Fan Retailer - December 2013

Impressions - Sports Fan Retailer - December 2013
Contents
For the Record
From the Show Director
Starters
First & 5
The Art of Storytelling
Previewing the Starting Lineup
Appealing to Passion
Around the Leagues
Tailgate Talk
Retailer Focus

Impressions - Sports Fan Retailer - December 2013