Pirates are hot, and so is their merchandise
Bucco fever is contagious, and the wins on the field don’t just mean good numbers in the standings.
Those wins can add up off the field, too — in terms of dollars.
According to the Pirates official retail partner Fanatics, which handles both in-venue retail and e-commerce for the team, Pirates merchandise sales during home games at PNC Park since the start of the season are up 60% versus last year.
Online sales are up more than 50% from last year.
Overall, jersey sales are up 100%, driven by excitement around the return of Andrew McCutchen, who is the team’s top-selling player.
The team is 18-8, and in first place in the National League’s Central Division of Major League Baseball, after Thursday’s series finale win over the Los Angeles Dodgers.
Yinzers in the Burgh owner Jim Coen said his sales of Pirates merchandise are up 50% from this time last season.
“They are also playing like a well-oiled machine,” Coen said inside his Strip District store Monday. “They are using small ball, walks, stolen bases and being patient at the plate like they did those years in 2013-15 when they were winning ballgames and making the playoffs.”
Coen said he had a feeling the team might be better this season so he stocked up on merchandise. He has more than 500 Pirates items, from shirts and hats to earrings and other novelties. Coen expects 35 new styles of shirts to arrive next week.
There definitely is an increased demand, said Colin Novick, media manager for Kansas City-based Rally House. The 10 Pittsburgh-area Rally House stores, including the newest three in Miracle Mile Shopping Center in Monroeville, North Hills Village in Ross and Settlers Ridge in Robinson, are seeing more demand for Pirates merchandise.
For the most part, Rally House has not experienced any supply chain issues, but Novick said there could be an issue getting certain products if interest continues to grow. He said the plan is to be proactive in acquiring inventory. With the relationship they have with vendors, items usually are available.
He said women’s fashion apparel also is a growing market.
“When a team is winning, people are more excited about going out and getting gear,” Novick said. “We are definitely seeing a lot more fan excitement in stores in Pittsburgh.”
He said jerseys and hats are the most popular selling items. Ke’Bryan Hayes and Bryan Reynolds, who both have signed eight-year contracts, are popular. Andrew McCutchen has always been a fan favorite, Novick said.
They are playing as a team — there is not one superstar, Coen said. They are all contributing to winning, he said.
McCutchen has been the face of the franchise for a long time, and his return has created additional interest in merchandise. Rally House does not disclose sales numbers, but purchases of throwback jerseys continue to surge, Novick said. In Pittsburgh, Roberto Clemente is and always has been a top seller.
“These vintage jerseys are not just to wear to the game,” he said. “They are more of a fashion piece. They are extremely hot.”
Winning makes people happy, Coen said. He agreed with Novick that bringing back McCutchen created a buzz around the team before it played one game.
“Also the Steelers and Penguins failed to make the playoffs, so the city has turned to the Pirates,” Coen said. “This would normally be a time for sales of Pens gear, but with the team missing the postseason, interest in baseball has started earlier than usual.”
Federal government co-workers from San Antonio, Johnny Losoya and Marci Hanberry, were in town for work and stopped at the Pirates Clubhouse Store on Tuesday at PNC Park on Pittsburgh’s North Shore. Losoya bought a baseball with a team logo and Hanberry a visor. Hanberry said they would have bought something regardless of the team playing well because Losoya is a true baseball fan.
“I love baseball,” he said. “This is my 16th team baseball. I’ve built a case for them in my home. We saw they were in town and thought we might be able to catch a game or take a tour.”
Before Thursday’s afternoon series finale with the Dodgers, father and son Brian and Troy Crocker of Apollo were browsing in the clubhouse store. Troy Crocker was wearing a Hayes jersey and bought a scorecard. His dad wore a jersey with no name on it. He also was wearing a T-shirt with Pirates pitcher Mitch Keller’s name on it because he started Thursday’s game.
“I can believe merchandise sales are up because they are playing so well,” Brian Crocker said. “We buy merchandise all the time, whether they are winning or losing. We also follow the minor league players and teams as well.”
What the Pirates are doing is fantastic, Troy Crocker said. They said their next purchase might be a Bryan Reynolds jersey after hearing about his big contract signing on Tuesday.
When Michele Richard saw the Reynolds news, she immediately started making Reynolds’ jerseys. She is manager of the Fanatics store at PNC Park. In addition making pre-made jerseys, they also do custom work with a choice of four styles and have a player or your own name put on the jersey.
“People love McCutchen,” Richard said. “We can’t keep McCutchen jerseys in stock. We are selling more Reynolds jerseys, too.”
Pittsburgh-based Dick’s Sporting Goods declined an interview for this story.
JoAnne Klimovich Harrop is a TribLive reporter covering the region's diverse culinary scene and unique homes. She writes features about interesting people. The Edward R. Murrow award-winning journalist began her career as a sports reporter. She has been with the Trib for 26 years and is the author of "A Daughter's Promise." She can be reached at jharrop@triblive.com.
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