Jeter's milestone a marketing bonanza

July 07, 2011

NEW YORK

Experts say that if a fan manages to catch the ball off Derek Jeter's historic 3,000th hit, that fan could pocket as much as $250,000, the New York Post reported Thursday.

That is just one price tag in the big merchandising bonanza to celebrate the New York Yankees captain's approaching milestone. The Yankees and Jeter's promoters are selling no fewer than 200 products linked to the hit, with markups of as much as 50 percent over the price of his usual branded collectibles.

"Derek Jeter is always worth a premium in everything he does," said Brandon Steiner, president of Steiner Sports, a major sponsor of the Yankees star. "His status among fans is unmatched, and this is one of the biggest moments of his career."

As the Yankees icon approaches his 3,000th hit – he moved to within three after going 1-for-3 against the Indians on Wednesday night – his marketing team not only is aiming to control all commercial aspects surrounding the event, but to sell everything linked to it, including the player's dirty socks.

Steiner also holds the contract to sell five gallons of hallowed dirt scooped up from the infield and dugout after the historic home game. A half-ounce of pure Yankees dirt fetches more than $250.

Not everything used in the game will be sold or auctioned.

"Derek will probably keep his bat and game glove," Steiner said. "He's still deciding what he wants or doesn't want."

But almost all the rest is up for grabs.




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