A group organizing its first youth tournament probably doesn’t see merchandise as a priority, and rightfully so. It’s certainly hectic enough putting together the basics of a sports event, but the revenue potential of merchandising should be considered in some situations.
Selecting Tournament Apparel
The T-shirt is the No.1 item for any sports event. If you find that your event registration is heavy with out-of-town participants, then an event T-shirt just might be attractive. A recurring event that consists predominantly of local area teams might also benefit by offering a unique T-shirt each year. Keep in mind that 99 out of 100 road races 5k in length and longer give away T-shirts with the registration, and dedicated runners collect them by the dozen.
The revenue potential cannot be ignored. An attractive three- or four-color T-shirt is generally available in the $5 range, depending upon the number ordered, and is customarily sold for $12-$15. Many tournaments, like the road races, include the price in the individual or team registration, or at least allow persons or teams to order, and pay, for them in advance. The down side is, of course, the number ordered. Having too many leftovers could mean a financial loss as well as stored boxes of out-of-date shirts. Another important consideration is product control. Do you give them to volunteers and officials? If you have a list of sponsors on the back of the shirt, do they all expect to get some? What is certain is your need to have a quality volunteer in charge, not only to keep track of the items, but because of the money involved.
There is also the question of what sizes to order, and there is no easy answer. The bulk of the order should be based upon your participants. A few years ago, kids wanted their shirts to be oversized, and that cut into the adult sizes. Running out of shirts will definitely create a demand for next year, but it also leaves some empty-handed customers unhappy. You should be somewhat concerned about the quality of the shirt. A less-expensive, low-quality white T-shirt might get by the first year, but people remember and you’ll have to do better next time.
Beyond T-shirts, one has to exercise caution as to items offered. Just keep in mind the financial investment involved and the fact that any item with a date on it loses its value after the event. For more information on organizing a sports event, download the A-Z Guide to Planning a Sports Tournament.
