This is a story about the business of baseball. It’s a story about the women who make up 45% of all baseball fans. And it’s a story about MLB-licensed merchandise made for and marketed to those female fans.
Revenue generated from the sale of MLB-licensed gear goes directly to the league’s “central fund” and is shared equally by all 30 teams. This includes sales of all MLB-licensed products at ballparks, team-sponsored stores and online at MLB.com. Every T-shirt, every baseball cap, every sweatshirt, every key chain, every everything with an MLB team logo benefits the fund and, in turn, every franchise.
This is a story about the diversity of interests and tastes among women baseball fans. For myself, and my 9-year-old daughter, I prefer women’s and girls’ cut clothing in traditional team colors. We are Giants fans. That means lots of orange, black, grey and white T-shirts, sweatshirts and the like. I don’t like pink baseball gear. Or “PINK” baseball gear — the brand MLB cross-markets with Victoria’s Secret. Nor do I like rhinestones or sequins on my Giants shirts.
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