Leafs’ new third jersey expected to be hot item
Published On Tue Sep 20 2011
An early prototype of what the third jersey will look like.
An early prototype of what the third jersey will look like.
Bob Mitchell Sports Reporter
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Could sales of a souvenir third jersey pay Colby Armstrong’s $3 million (U.S.) salary this season? Or Colton Orr’s $1 million?
The Maple Leafs stand to make millions from revenue generated by sales of their third jersey, says one marketing analyst.
The Leafs are officially unveiling their throwback jersey — virtually the same design as the sweater worn by captain George Armstrong when the Leafs last won the Stanley Cup in 1967 — on Friday, after a picture of it leaked on the Internet over the weekend.
The Leafs will wear them at their home opener on Oct. 6 against the Montreal Canadiens.
“It’s definitely going to be a hot item ... it’s going to generate millions of dollars in revenue,” said Keith McIntyre, a marketing expert based in Burlington, Ont.
“From what I’ve seen, it’s pretty much identical to the jerseys worn by the last Leafs team to win the Stanley Cup. That in itself is going to generate a lot of interest.
“It’s one that hasn’t been on the market. The logo is very classy.”
When the Edmonton Oilers introduced a third jersey in 2002, sales topped $100,000 on the first night alone.
On an average game night at the Air Canada Centre, Real Sports Apparel sells 20-30 Leaf jerseys, said Mike Gagurerriero, supervisor of the MLSE-owned store.
Real Sports Apparel will be selling the jersey exclusively for 10 days after Friday’s announcement.
Authentic jerseys at the store sell for $300 or $380 with a number and name on the back. Regular replica sweaters are $129 blank or $189 with a name and number.
Jerseys worn by Phil Kessel and captain Dion Phaneuf were the most popular when they first arrived. Lately, goalie James Reimer has been the big seller at the store.
Reebok, the exclusive supplier of NHL jerseys, recently sent at least one box containing the Leafs’ new third jerseys to at least one retail outlet.
Somebody at the Buffalo Sabres store inside their newly-named First Niagara Center opened the box and put the jersey on display.
A person snapped a picture of the predominately blue jersey with white stripes and it was posted on the blog icethetics.info
The jerseys are now packed away somewhere inside the Sabres store. A man who answered the phone, politely told a reporter it had been a mistake, not made by them, but by Reebok.
“Reebok shipped it to us. They’re not allowed to ship anything before they’re unveiled,” he said. “How were we to know?”
Reebok didn’t return Star calls seeking comment.
Judging by the interest of Star readers, retail outlets are going to sell a lot of them when they’re officially allowed to sell them.
“It’s going to generate a lot of additional revenue. It’s got to be in the millions but I don’t even think I could ballpark the figure.” McIntyre said. “There’s that core group that always buys jersey but I think there is a lot of nostalgia with a uniform like this.
“A lot of the sales will be in Canada but there will be sales in Europe. North America will be strong but Canada will be the hotbed.”
The Leafs haven’t said how many times the third jersey will be worn.
The third sweater will sport a solid white banner with two thinner stripes at the waist.
And there’s no patch on the shoulders. The “Toronto” on the crest is also curved, similar to how the name was curved on the 1937 sweater.
It’s also identical to the crest last worn by players on the 1967 Stanley Cup winning team. It had been curved until 1970, the last time the 1967 sweater was worn.
There have been several different versions of Leafs sweaters produced since the team’s name was changed to the Maple Leafs from the St. Pats for the 1927-28 campaign.
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