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Super Bowl winners trail the Cowboys in merchandise sales

March 29, 1997

MILWAUKEE (AP) _ The Super Bowl champion Green Bay Packers surged from fifth to second place among National Football League teams in national retail sales of team merchandise.

The Dallas Cowboys, known for years as America’s Team, continued to hold first place, accounting for more sales of caps, jerseys, shorts, pennants and the like during the current fiscal year.

NFL Properties, the league’s licensing arm, operates on a fiscal year of April 1 through March 31.

Chris Widmaier, director of corporate communications for the 30-team NFL, said the Cowboys have maintained their hold on the No. 1 spot despite a strong run by the Packers, who ranked fifth in that category a year ago and 20th after the 1992 season.

But another strong season on the field could vault the Packers to the top spot in retail sales next year, Widmaier said.

``The Packers have had a tremendous surge in sales, not only through Green Bay, Milwaukee and all of Wisconsin, but nationally as well,″ he said. ``To be No. 2 overall would mean every single person in Wisconsin would have to buy eight to 10 pieces (of merchandise).

``That may be the case, but more than likely it means they’re selling around the country. I don’t think there’s any question about that.″

Packers President Bob Harlan said he was told by league officials that the Packers have gone from accounting for 5.9 percent of all NFL merchandise sales in fiscal 1995 to 13.3 percent in fiscal 1996 through the end of January.

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