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HUMAN KINETICS

Dick's Sporting Goods' Jersey Report


By Rick Horrow and Karla Swatek

October 5, 2012

Hoping to capitalize on the NFL’s popularity, Dick’s Sporting Goods has debuted “The Jersey Report,” a daily look at who’s leading the league in jersey sales. The list is broken down into several categories, including overall sales, best selling offensive and defensive players, and top rookies. Sales are limited to Dick’s Sporting Goods stores. “The Jersey Report” is a creative and effective way for Dick’s to keep itself in the news. It ties together a list fans are interested in with an easy way to purchase a jersey directly from Dick’s.

This isn’t the only example of a company looking outside its core business and using sports to drive sales or web traffic. Forbes’ annual sports franchise valuation lists help the company sell magazine. Meanwhile Bloomberg BusinessWeek for years has been ranking players by on- and off-field attributes in the Power 100, which generates millions of online page views. With Dick’s being the first company to come to market with an official jerseys list, the company could create a competitive advantage of rivals Sports Authority, Modell’s and the NFL Shop.




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Beyond the Scoreboard
Rick Horrow, America’s leading expert in sport business, and coauthor Karla Swatek give fans an inside look at the multibillion-dollar world of professional sport.
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Rick Horrow, America’s leading expert in sport business, and coauthor Karla Swatek give fans an inside look at the multibillion-dollar world of professional sport.
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