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Maize and blue merchandise is red hot ahead of Wolverines’ title tilt

“A national title brings a large boost in revenue for universities and retailers,” said David Perricone, associate professor of sports and entertainment management at Centenary University in New Jersey.

“It definitely moves more merchandise,” he said. “It has greater demand upcoming for tickets, they also can receive more alumni contributions. Really the big picture — merchandise sales are one of many ways that they could capitalize on a national title. The high-profile victories generally produce short-term increases, also sponsorships, licensing and larger impact on donations.”

As one example, Perricone noted a Forbes report in 2016 that online fan shop Fanatics saw triple-digit spikes in apparel sales for each of the four teams in the NCAA basketball Final Four that year.

“There’s definitely going to be a spike, especially within that 24-hour period,” he said.

Perricone said national titles draw in customers who might not otherwise buy a team’s sports paraphernalia. He said popular mementoes are hats, T-shirts, sweatshirts and pennants.

“Even people who aren’t fans, but live in the state they want to buy the merchandise,” he said. “They want something with the team’s name on it.”