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Terrell Owens: Big, bad, bankable
Love him or hate him, you have to admit that T.O. is lucrative - as jersey sales already attest
By ANDREA AHLES
STAR-TELEGRAM STAFF WRITER
Less than 24 hours after the Dallas Cowboys announced the signing of Terrell Owens, the team's Web site was hawking jerseys with Owens' name and familiar No. 81.
Fans had ordered more than 1,500 jerseys by Monday, helping the Cowboys defray a bit of the cost of the controversial wide receiver's three-year, $25 million contract. The $74.99 jerseys are being made at a Dallas printing facility.
Owens helped the Philadelphia Eagles get to the Super Bowl two seasons ago, but the Eagles released him in midseason last year after a series of incidents and infractions, including repeated criticism of quarterback Donovan McNabb.
Provoking people is nothing new for Owens. When he was with the San Francisco 49ers, he angered Cowboys fans by twice running to the midfield star to celebrate touchdown catches.
But that was over five years ago. Cowboys fans are forgiving, forgetting -- and forking over their credit card numbers.
Maria Garcia helps make Terrell Owens jerseys
Tuesday at a printing facility in Dallas. They will
be available in local stores Thursday.
Interest in the Owens jerseys "has been very high," said Rich Dalrymple, the Cowboys' director of public relations. He would not specify how many orders have been taken since Monday or compare the jersey sales with those of previous players.
"Whenever there is a high-profile player who is drafted or signed in free agency, there is always a spike in fan interest and the sale of individual jerseys at that time," said Dalrymple, who said the team's merchandising department worked quickly to make Owens items available.
Owens' marketing machine has kicked into high gear, too. There's more gear on his Web site, www.terrellowens.com, where visitors are greeted by some serious T.O. brag-rapping:
"I'm back -- and I'm better than ever
"I'm back -- and I'm getting this cheddar
"I'm back -- but this time I'm a Cowboy
"I'm back -- and I got 'em sayin' wow, boy."
Cheddar means money. And Owens' site lets fans give him even more cheese. The rap can be downloaded for $3.99. Also available are an Owens-autographed Cowboys helmet for $749 and a mini-helmet for $109.
Sports marketing experts said most professional teams move quickly to capitalize on the excitement that fans have for a new player.
"He is an impact player if he wants to be, and while some fans have not liked his antics, winning eliminates that feeling," said Joe Orlando, president of Professional Sports Authenticator. "At this point, fans are willing to give T.O. the benefit of the doubt."
Baylor University sports marketing professor Kirk Wakefield said the combination of Owens' star power and the Cowboys' popularity makes the jersey an automatic hot item.
"As many people as there are out there that think T.O. is a jerk, his jersey has still been a top seller," Wakefield said. In 2005, Randy Moss' first season with the Oakland Raiders, his jersey was the leading seller, according to the NFL.
Owens' Web site is selling autographed authentic jerseys for $499 and autographed replica jerseys for $199. The items will not be shipped for six to eight weeks.
Local retailers won't get their hands on Owens jerseys until Thursday. National retailers, like J.C. Penney and Wal-Mart, expect shipments in the next two weeks.
And for fans who still want Owens' green Eagles jersey, here's a bargain: On the Eagles' Web site, its price has been slashed from $74.99 to $19.99.
The T.O. show
Owens' touchdown celebrations, above, have become a must-see attraction for fans.
Love him or hate him, you have to admit that T.O. is lucrative - as jersey sales already attest
By ANDREA AHLES
STAR-TELEGRAM STAFF WRITER
Less than 24 hours after the Dallas Cowboys announced the signing of Terrell Owens, the team's Web site was hawking jerseys with Owens' name and familiar No. 81.
Fans had ordered more than 1,500 jerseys by Monday, helping the Cowboys defray a bit of the cost of the controversial wide receiver's three-year, $25 million contract. The $74.99 jerseys are being made at a Dallas printing facility.
Owens helped the Philadelphia Eagles get to the Super Bowl two seasons ago, but the Eagles released him in midseason last year after a series of incidents and infractions, including repeated criticism of quarterback Donovan McNabb.
Provoking people is nothing new for Owens. When he was with the San Francisco 49ers, he angered Cowboys fans by twice running to the midfield star to celebrate touchdown catches.
But that was over five years ago. Cowboys fans are forgiving, forgetting -- and forking over their credit card numbers.
Maria Garcia helps make Terrell Owens jerseys
Tuesday at a printing facility in Dallas. They will
be available in local stores Thursday.
Interest in the Owens jerseys "has been very high," said Rich Dalrymple, the Cowboys' director of public relations. He would not specify how many orders have been taken since Monday or compare the jersey sales with those of previous players.
"Whenever there is a high-profile player who is drafted or signed in free agency, there is always a spike in fan interest and the sale of individual jerseys at that time," said Dalrymple, who said the team's merchandising department worked quickly to make Owens items available.
Owens' marketing machine has kicked into high gear, too. There's more gear on his Web site, www.terrellowens.com, where visitors are greeted by some serious T.O. brag-rapping:
"I'm back -- and I'm better than ever
"I'm back -- and I'm getting this cheddar
"I'm back -- but this time I'm a Cowboy
"I'm back -- and I got 'em sayin' wow, boy."
Cheddar means money. And Owens' site lets fans give him even more cheese. The rap can be downloaded for $3.99. Also available are an Owens-autographed Cowboys helmet for $749 and a mini-helmet for $109.
Sports marketing experts said most professional teams move quickly to capitalize on the excitement that fans have for a new player.
"He is an impact player if he wants to be, and while some fans have not liked his antics, winning eliminates that feeling," said Joe Orlando, president of Professional Sports Authenticator. "At this point, fans are willing to give T.O. the benefit of the doubt."
Baylor University sports marketing professor Kirk Wakefield said the combination of Owens' star power and the Cowboys' popularity makes the jersey an automatic hot item.
"As many people as there are out there that think T.O. is a jerk, his jersey has still been a top seller," Wakefield said. In 2005, Randy Moss' first season with the Oakland Raiders, his jersey was the leading seller, according to the NFL.
Owens' Web site is selling autographed authentic jerseys for $499 and autographed replica jerseys for $199. The items will not be shipped for six to eight weeks.
Local retailers won't get their hands on Owens jerseys until Thursday. National retailers, like J.C. Penney and Wal-Mart, expect shipments in the next two weeks.
And for fans who still want Owens' green Eagles jersey, here's a bargain: On the Eagles' Web site, its price has been slashed from $74.99 to $19.99.
The T.O. show
Owens' touchdown celebrations, above, have become a must-see attraction for fans.