One of the biggest components of major league sports today is marketing. The driving success of those marketing groups is to promote their product to the public and make known what they have to offer. One of the most lucrative avenues of sports marketing is merchandising. The biggest angle for major league sports other than their attendance of events is merchandising. For years, professional sports didn't tap into this resource until around 20 years ago. Now, the marketing of individual sports teams through merchandising has become a multi-million dollar business. If it's the New York Yankees or Dallas Cowboys; these teams hats, jerseys or any items with their logos on it, bring in much revenue to their organizations. Now the sport of thoroughbred racing specifically, Saratoga has jumped on board the merchandising bandwagon and hooked up with a area retail supermarket to promote their items.
The New York Racing Association (NYRA) along with Hannaford Supermarkets announced an exclusive partnership that will offer racing fans "official" Saratoga Race Course merchandise. Now through Labor Day weekend, Hannaford Supermarkets across the Capital Region will have available for purchase Saratoga Race Course merchandise like; hats, visors, water bottles and thermo coffee mugs. This marks the first time that people will be able to purchase official Saratoga merchandise through a major retail partner other than at NYRA. Over two dozen Hannaford stores in the Capital Region, North Country and Adirondacks will be exclusive partners with NYRA to offer these selection items to the public, "off track".
The timing couldn't be better with this new endeavor by NYRA just a few weeks before the start of the Saratoga race meet. For years, "official" items were only available at the track from the "NYRA Store"or on-line. These four items are basic, in the traditional red and white Saratoga colors with their famous logo. It is hoped that making these items available to the general public at so many outlets will draw more people to the track for it's 40 day meet. It's a marketing "arm" that NYRA hasn't used in the past, but one that has been highly successful throughout the major league sports world. The sport of thoroughbred racing has had it's share of up and downs. Other than the Triple Crown series and Breeder's Cup races, Saratoga is the premier racing venue in the world. Why not gain more promotion through merchandising and make the "red & white" Saratoga logo as big as the Yankees interlocking NY logo!
Several years ago, I wrote a column comparing Hall of Fame trainer; D.Wayne Lukas to legendary Fort Plain High School baseball coach; Craig Phillips. In that article, I made comparisons to their style in getting winning results and how sometimes it wasn't the most popular, but was very successful. Well, another milestone for Coach Phillips was reached this past week when the Hilltoppers captured their 9th section II baseball title. Thirty years since that first championship and 659 career victories, Craig Phillips has been an "icon" in high school sports for the area. Growing up in Fort Plain and a proud graduate, it's an honor to congratulate Coach Phillips on another championship. He is the "Secretariat" of high school baseball and never will be duplicated.
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