Even Seinfeld didn’t take it this far! Recalling Seinfeld’s remark that in sports one is often “just rooting for a shirt”, SPORTS & LEISURE RESEARCH GROUP President Jon Last in this January 11 column speaks to ways that sports marketers can leverage research to maximize the sale and ROO of their licensed merchandise.
![](https://sportsandleisureresearch.com/wordpress/wp-content/uploads/2009/05/marketingsports-184x42.png)