Helping Fans Show Their Spirit Licensed Products at Sports Fan Stores

By Sara Karnish

Licensed products of all kinds are sports fan favorites. Licensed items are not only high quality, but they are a clear indicator of team loyalty. Whether cheering for a local, regional, or national team, dedicated sports fans want to show off their team spirit.

Jerseys and hats are undoubtedly the top licensed product sold at sports fan stores. Bruce Mianecki , manager of Vegas Sports and Hockey in Las Vegas, Nev., said it’s because of their versatility. “The jerseys sell well because fans want to represent their teams—both current and old-school players. Hats do well because they are something a fan can wear every day to represent a favorite team,” he explained.

Jerseys and hats are the top sellers at Wrigleyville Sports in Chicago, Ill., and according to store Manager Devin Carlstrom , other top sellers include “small items like keychains. Last year we also sold a ton of blankets. I think it’s because people come to visit the city and aren’t prepared for the weather.” Licensed products in the automotive category have been selling well at Sports Fanz in Hurricane, WV. Owner Chad Rogers said, “We sell chrome and color chrome emblems, license plate frames, hitch covers. I don’t know if it’s an underwhelmed category, but I know we have a lot of variety. Our big local teams are the West Virginia Mountaineers, and we have about 25 different plates for that team, and Marshall Thundering Herd, and we have about 15 plates for that team. One thing about the emblems and plates—they are not gaudy or in-your-face. West Virginia, our bestselling emblem, is very subtle. And chrome goes with just about anything.” He added, “Lanyards have been another big, inexpensive licensed item. I am also seeing more ladies with vanity license plates or a license plate frame or auto emblem.” Rogers said products for their local teams are big sellers in their 2,800-square-foot store, and there is high demand for items from the traditional big market teams, like the New York Yankees and Boston Red Sox in baseball, and the Pittsburgh Steelers and Dallas Cowboys in football. “Where you have different teams winning, it helps us reach out to fans,” Rogers said, citing their large selection of team merchandise.

Craig Katz , director, Merchandise and Licensing for the Toledo Walleye minor league hockey team in Toledo, Ohio, said jerseys are simply a must-have for devoted hockey fans. They are the top seller at The

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