Yankees World Series merchandise is flying off the shelf at a rate that should make it the
second hottest World Series seller of all time, ranking behind only the '04 Red Sox |
With the Yankees winning their 27th World Series, the Bronx Bombers aren’t the only ones celebrating. Sales of Yankees World Series merchandise sales are on pace to be the second highest “hot market” sales ever, ranking behind only the 2004 Boston Red Sox according to this week’s SportsBusiness Daily.
"It looks like this is going to be our second-biggest [hot market] ever after the Red Sox in 2004," said John Killen, President & CEO of hard-goods licensee Wincraft . "Demand has been very strong and it’s not just in New York or the Northeast."
The key has been the Yankees strong brand appeal, both nationally and internationally.
The Red Sox hot merchandising sales numbers were due to the team breaking an 86 year futility record for the World Series. To date, the second highest sales came from the Subway Series between the Yankees and Mets in 2000, a testament to the power of the New York market (the Series had low television ratings nationally).
“This will be a top-three, possibly top-two market," said MLB Senior VP/Licensing Howard Smith, “It depends on how long this lasts and we’re already planning for [Yankees championship] holiday and St. Patrick’s day collections."
As to whether the Yankee faithful have become snobbish compared to their other 29 brothers in MLB, Modell's Sporting Goods President Seth Horowitz may describe it best.
“Sales were relatively soft [in N.Y.] going into the World Series, and then they exploded," Horowitz said. “It was almost as if the fans wanted the championship and nothing else."
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