Leveraging the emotion of the moment

Posted by Marty Brochstein on August 05, 2010

All licensing is built around emotion. A brand might evoke trust, nostalgia, ruggedness or some other property. A character might play on humor, cuteness or some other feeling. Sports licensing is built on team identification, the classic logo, or maybe commemoration of an achievement.

Which brings us to the 600th career home run hit yesterday by Alex Rodriguex of the New York Yankees. Whatever your thoughts about the merits of the occasion, you have to give the Yankees, Majestic and MLB credit for being prepared.

As reported by the New York Post:

“It was the shirt heard ’round the world.

Just moments after Alex Rodriguez clocked his 600th home run yesterday, Yankee Stadium vendors went into overdrive selling the official $25 commemorative T-shirt.

‘AROD 600 Home Run Merchandise Available Now,’ proclaimed the center-field scoreboard — and within 15 minutes, they were sold out.

There are four main stores at the Stadium, and according to employees, each store was given about 1,000 shirts.

Dominic and Gilda Puccio, both 43, were two of the lucky fans to grab a $25 shirts. ‘They were selling them as fast as they could pull them out of the boxes. It was crazy,’ Gilda Puccio said.

The souvenirs, which had been collecting dust throughout A-Rod’s 12-game dinger drought, were produced several weeks ago….

The $25 shirt is available online at retailers such as Modell’s and Sports Authority.”

Click here to read the entire article.