Teams’ Net Successes Play Into Retail Gross

Maybe it’s the hot dogs.

Before this season’s tip-off, the Great Western Forum added Wienerschnitzel hot dogs at concession stands, and the Los Angeles Lakers reeled off the franchise’s best-ever start with nine straight wins. Marketing executives at Newport Beach-based Wienerschnitzel were understandably jazzed about being in the right place at the right time.

“People like a winner,” said Tom Amberger, Wienerschnitzel’s director of marketing. “And the Lakers have a wonderful winning tradition at the Forum, so this is giving us some great exposure.”

But although winning streaks feed hot dog sales, players’ egos and fans’ psyches, sports marketing deals ultimately are driven by playoff appearances and championship rings. Sports marketers say it’s too soon to declare that it’s Showtime for firms that sell Laker merchandise.

“Streaks can be very positive,” said sports agent Leonard Armato, who represents Laker center Shaquille O’Neal. “People are still talking about Joe DiMaggio’s 56-game hitting streak. But marketing yourself as the champion is what counts. That’s what fans want to buy into.”

Sales of National Basketball Assn. merchandise support Armato’s contention.

Last year, nine of the top 10 team logos plastered on NBA-licensed merchandise were worn by teams that made it into the playoffs. And the world champion Chicago Bulls continue to sit atop the $3-billion pile of NBA-licensed merchandise.

Occasionally, newcomers to professional sports score big in retailing. That happened during the early 1990s when the San Jose Sharks of the National Hockey League performed poorly on the ice but kept cash registers ringing as fans clamored for its novel black-and-teal shark logo.

But NBA spokeswoman Hilary Cassidy said that playoff contenders typically dominate the retail sales charts, and league champions typically finish first.

Winning can also erase blemishes for individual players, such as O’Neal, who stunned observers by slapping Utah Jazz center Greg Ostertag during a pregame encounter on Oct. 31. The incident drew heavy media coverage because of O’Neal’s pristine image and his starring role in “Kazaam,” a children’s movie.

“Many great players get involved in scuffles,” Armato said. “Players like Larry Bird, Julius Erving and Michael Jordan. These aren’t serious incidents, no one is seriously injured and an apology is issued.”

In the weeks after the confrontation with Ostertag, O’Neal led the Lakers to their best-ever start. On Monday he was named NBA Player of the Week, with a 27.3-point scoring average and 11.3 rebounds per game.

Now, Armato said, Laker players have to remain focused on their ultimate goal--a return to the playoffs and, ultimately, dethroning the Chicago Bulls.

“In the long term, a good start to the season doesn’t mean much,” Armato said. “Players recognize it for what it is: a step in the right direction and that it bodes well for your ultimate goal.”

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Looking to Score

Not all of the National Basketball Assn.’s action takes place on the court. Licensed merchandise sales ranging from jerseys to trash cans hit $3.09 billion during the 1995-96 season. Retail competition is usually won the same way as the league championship: Nine of last season’s top 10 logos were worn by teams that made the NBA playoffs. Newness helped the 2-year-old Toronto Raptors onto the list, even though the team didn’t make the playoffs.

Top 10 logos for the 1996-97 season.

1. Chicago Bulls

2. Orlando Magic

3. Charlotte Hornets

4. Los Angeles Lakers

5. Seattle SuperSonics

6. Detroit Pistons

7. Houston Rockets

8. New York Knicks

9. Toronto Raptors

10. Utah Jazz

Source: National Basketball Assn.