Hot off the press:
Aug. 7 (Bloomberg) -- D'Wayne Williams, a store manager at Modell's Sporting Goods near Grand Central Station in Manhattan, was among the first to feel the effect of the city's latest fashion fad: Brett Favre's New York Jets jersey.
More than 30 grown men, dressed for business in suits and ties, entered his store shortly after it opened at 8 a.m. with one question: ''You got Favre yet?'' Williams said.
Favre, the most prolific passer in National Football League history and a three-time Most Valuable Player, was traded to the Jets last night from the Green Bay Packers. The acquisition led to the league setting a record for Internet jersey orders overnight.
''Everyone came in very excited,'' Williams, 40, said in a telephone interview. ''You can tell this is going to be a very big seller for us.'' His Modell's doesn't have the jerseys yet, but he said he's taking orders today.
Favre's No. 4 shirt already is the NFL's all-time best seller and current No. 1, according to NFL spokesman Brian McCarthy. NFLshop.com so far has taken 1,250 orders for the jerseys, which cost $80 each, a one-day sales record. Revenue from licensed merchandise sales is split among the NFL's 32 teams, with a portion going to the player.
Traffic to the Jets' Web site increased 2,000 percent this morning to 100,000 page views per hour through 11 a.m., said Matt Higgins, Jets executive vice president for business operations.
Sponsorships, PSLs
In the 12 hours after the trade, the franchise sold more Favre jerseys than for the entire team since Jan. 1, Higgins said, declining to provide a number. Favre might make it easier to sell sponsorships as well.
''Sponsors look to sports to tap into the enormous passion fans have for their teams,'' Higgins said. ''Favre intensifies that passion. That's not why you make an acquisition, but it has the effect of increasing value to both your fans and your sponsors.''
While the Jets' trade for the 38-year-old Favre might prove to be a good football move, it was pure genius from a business standpoint, said Steve Rosner, co-founder of sports marketing firm 16W in Rutherford, New Jersey.
The Jets are just weeks away from announcing prices for personal seat licenses, which give a fan the right to buy tickets to the same seat indefinitely, in the $1.2 billion stadium they will share with the New York Giants beginning next season. The team has never before required the purchase of PSLs, as the licenses are called.
The Giants also are selling PSLs for the first time and are charging between $5,000 and $20,000. After buying them, fans still must pay for their tickets. Rosner said Favre might ease the anger longtime Jets supporters may feel when prices are announced.
Popularity
While the Jets don't have a problem with attendance -- they have a 10,500-person waiting list for season tickets -- they historically trail the Giants in popularity in the New York market. That's more pronounced this season, after the Giants scored a last-minute touchdown to upset the New England Patriots in the Super Bowl. The Jets were 4-12 last season and haven't won the title in almost 40 years.
''When you go into a new building you want your fans to have excitement; a reason to be there,'' Rosner said. ''Favre brings automatic excitement to a franchise that hasn't had this kind of spotlight in decades. From licensing to sponsorship sales to season tickets, this helps them in all areas.''
Television Networks
Television networks may become a ''silent winner,'' Rosner said.
''Yesterday, the Jets probably wouldn't have gotten great ratings for a national game,'' Rosner said. ''With Brett now playing in the nation's biggest TV market, I'm pretty confident the ratings are going to increase exponentially.''
Favre's trade to the Jets ended a monthlong standoff with the Packers. He retired five months ago, and the team named Aaron Rodgers the starting quarterback. Favre changed his mind, and the Packers would only promise him a chance at winning his job back. They completed the trade last night for an undisclosed draft pick after Packers management and the quarterback said parting ways would benefit both sides.
Favre, who will make $12 million this season, is leaving a Packers team that was within a victory of reaching the Super Bowl last season. The Jets have three playoff wins in the past 20 years and won their only Super Bowl title in 1968, when quarterback Joe Namath led them to an upset win over the Baltimore Colts.
Part of Favre's popularity may be in his everyman image, the NFL's McCarthy said.
''He's more likely to show up at a high school football game than a paid appearance at the Waldorf,'' he said.