CHARGER ’86 PREVIEW : NFL Market Is a Bit Cool to Selling the Chargers

In national popularity, the Chargers are far from being a best-seller.

Among NFL teams, San Diego is strictly middle-of-the-road in terms of merchandise sold nationwide.

The Chargers rank 16th out of 28 NFL teams in 1986, according to Rusty Martin, director of club relations for NFL Properties.

Martin said that 1.2% of the NFL merchandise sold thus far has been Charger-related.

“In an ideal situation, if all teams sold the same amount, all would have 3.8%,” Martin said. “In 1986, the Bears have just gone crazy. Almost 20% of our total volume has been Bears stuff. A lot of that was Refrigerator (William Perry) stuff too. Refrigerator merchandise alone out-sold seven or eight teams.”

In the AFC’s Western Division, the Chargers rank fourth of five teams in terms of NFL merchandise sold.

The Raiders account for 8% of all NFL merchandise sales. Seattle is second in the division at 5%, Denver third at 3% and Kansas City last at 0.6%.

San Diego has a convenient reason for low sales, but the Raiders could use the same excuse.

“The most popular in the pro line merchandise are jackets, sweaters and hats; the stuff that coaches and players wear,” Martin said. “Obviously, jackets and sweaters aren’t big sale items in San Diego.”