The upcoming 2024 World Series promises to be thrilling and might even shatter some records—both in merchandise and attendance.

With the New York Yankees set to meet the Los Angeles Dodgers in this year’s championship, fans of both historic teams are eagerly purchasing new jerseys, t-shirts, hats, bobbleheads, and even a WWE Legacy Title Belt priced at $550.

Noah Garden, MLB’s deputy commissioner of business & media, described this pre-World Series period as “like a holiday season.” He noted, “As soon as they reach the World Series, players typically don their championship caps or t-shirts.”

Supporters are more than willing to spend significant amounts to don similar apparel, cheer for their teams in the stands, or enjoy exclusive watch parties with fellow fans.

The Cost of Access

Prices for merchandise and game tickets vary greatly, ranging from relatively affordable World Series t-shirts (priced between $35 and $45) to game tickets that can rival the cost of a car’s down payment.

As the series kicks off, a single resale ticket for Game 1 in Los Angeles is listed at over $900, excluding taxes and fees, while some may exceed $3,000. On StubHub, Game 3 tickets in New York range from $1,100 to nearly $8,000.

The price for tickets tends to escalate as the games proceed, with the lowest-priced tickets for Game 6 in Los Angeles currently exceeding $1,200 on Ticketmaster.

The World Series’ Effect on Merchandise Sales

The enthusiasm surrounding a team’s championship run makes related apparel feel exclusive and appealing to fans, explains sports marketing expert Jim Andrews from Northwestern University. It’s a prime moment for teams and retailers to “move more merchandise beyond what they sell during the regular season.”

Furthermore, fans often feel a sense of urgency to buy.

“You can’t predict if your team will make it back next year,” Andrews remarked. “If you’re looking for a World Series sweatshirt or any other item, this is your moment to get it.”

While MLB keeps its financial figures private, they’ve noted that merchandise sales can spike by 10% to more than 90% during the postseason and World Series, depending on the teams and players involved.

The appeal of star players like Dodgers’ Shohei Ohtani can also expand both domestic and global interest in merchandise, Garden stated.

For instance, Ohtani’s World Series jersey retails for $195 at the MLB Shop, in contrast to the $135 for his regular season jersey. Prices are similarly steep for World Series jerseys of top Yankees players like Aaron Judge ($195) and Juan Soto ($165).

Team fandom extends beyond their home cities, especially recently, with larger markets significantly impacting merchandise sales.

According to Garden, merchandise sales from this year’s World Series could be “enormous,” given that it features two of the largest cities in the U.S.

Despite some record sales in the past decade, Garden suggested that 2024 has the potential to set new records.

While fans are likely to seek out team gear during the World Series, the surge in sales often continues well into the holiday season.

“You see a significant spike now, but it also stretches into December,” Garden pointed out. “Every child desires that championship cap. If they miss out during the World Series, they’ll want to celebrate their fandom later, making it a fantastic gift opportunity.”

Even items from the team that loses may still see decent sales, as many fans wish to keep a piece of memorabilia from their collections.

“Even if they don’t claim victory in the World Series, they have amassed achievements up to this point,” Garden remarked.

Merchandise and Community Connection

Fans are particularly drawn to apparel and merchandise during championships, as it allows them to express their loyalty while also recognizing social factors at play.

“It’s a way for fans to show pride,” said eMarketer analyst Suzy Davidkhanian. “There’s an emotional connection, and retailers or sports teams leverage this to their advantage.”

According to Michael Lewis, a marketing professor at Emory University, in sports fandom, supporters often feel a connection with the team. Phrases like, ‘We won the World Series,’ or ‘We lost,’ underscore this bond.

Additionally, some seek to associate with popular teams for the sake of belonging or acceptance, Lewis noted. “One dimension is internal, while the other is social.”

Great moments build fandoms over time, with championships standing out as pinnacle experiences.

According to Davidkhanian, “This fosters a sense of community, belonging, and pride. Even for those unable to attend games, wearing team merchandise while gathering with friends to watch games keeps the spirit alive.”

Top-selling World Series Merchandise

Which merchandise has gained the most popularity among baseball enthusiasts this postseason?

According to Garden, “The standout favorite is definitely our ‘locker room collection.’ Once a team reaches the championship series and the players wear the associated caps and shirts, these items typically emerge as the best sellers.”

As per MLB statistics, the currently trending World Series merchandise includes the New York Yankees and Los Angeles Dodgers’ on-field caps ($44), the World Series hoodies for both teams ($85), the Yankees American League Champion t-shirts ($40) and caps ($38), along with the Dodgers National League Champion t-shirt ($40) and cap ($38).

Garden noted that the apparel worn by players immediately after their victory tends to be among the initial best sellers. Moreover, unique items, like an autographed baseball from Aaron Judge and Juan Soto, which is priced at nearly $1,700, might start seeing increased sales as the holiday season approaches.

Merchandise sales can also extend beyond clothing, as Davidkhanian explained: “If you’re planning a championship celebration, you might purchase themed items like paper plates, which fall under licensing deals. When a team participates in significant events, it benefits everyone involved.”

Davidkhanian added, “When your team reaches the World Series, it motivates fans to purchase even more merchandise.”