Competitive Edge - Sports & Entertainment Marketing News

Milwaukee Bucks credit ‘Giannis effect’ for uptick in business, now rethinking jersey patch plans


The Milwaukee Bucks credited a boost in merchandise sales to Giannis Antetokounmpo.

Just moments after the National Basketball Association’s reigning MVP posted on his Instagram account that he’s staying with the team until at least 2026, the “Giannis effect” went into overdrive, especially around a critical asset.

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Discussion Questions:

  1. What is the “Giannis Effect” as described in this news story?
  2. Do you think ALL superstar players have this kind of impact on sales for a sports team? Why or why not?
  3. Lesson 2.5 of your textbook discusses the importance of a quality product. How might this story provide an example of that concept?
  4. Based on information from this story, how did the “Giannis Effect” benefit the Milwaukee Bucks franchise?
  5. How might the Giannis deal help the franchise to secure a jersey sponsor? Do you think it would have been more challenging for the team to find a jersey partner without the Giannis news? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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