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MainGate Inc. has scored again.
The Indianapolis-based maker and seller of licensed goods recently signed a 10-year merchandising deal with the NFL’s Tennessee Titans.
MainGate signed a three-year deal with the Titans in 2011 to handle online merchandise sales. Franchise officials liked what they saw from MainGate and agreed to expand the deal to include managing operations of the Titans’ shop at their home venue, LP Field.
The Titans cited fan experience, product selection and the team’s commitment to the overall game-day atmosphere as keys to the expanded partnership.
“MainGate has proven they understand our goals and our fans,” said Titans Executive Vice President Don MacLachlan.
MainGate CEO Dave Moroknek said the stadium piece of the contract is a big coup.
“That part of it will triple or quadruple our sales with the Titans,” Moroknek said. “We do a lot of sales online, but when you get 70,000 people there on game day, that’s difficult to beat.”
The Titans’ shop at LP Field is open seven days a week, and Moroknek said it brings in considerable traffic on non-game days too.
Financial terms of the deal were not disclosed. Companies like MainGate make money one of two ways. They usually pay the team an up-front licensing fee and often pay the team a percentage of overall sales.
MainGate, which has its roots in motorsports, has fast made a name for itself in the NFL. It has worked for the league at the last four Super Bowls and has signed deals with the Indianapolis Colts, Detroit Lions, Minnesota Vikings, St. Louis Rams and Washington Redskins in addition to Tennessee.
The Titans and Colts are rivals within the AFC South.
MainGate is currently in negotiations to handle merchandising for another NFL team, but Moroknek said he couldn’t say which team that is yet.
MainGate also handles merchandise sales for the Indiana Pacers, Kentucky Derby and numerous other sports properties.