The availability of licensed sportswear from a professional baseball team in a major retail chain presents consumers with accessibility to team-related merchandise. This allows fans to demonstrate their affiliation with the Chicago Cubs through clothing and accessories sold in a convenient and widespread location.
This merchandising strategy serves as a valuable avenue for brand expansion and increased revenue for both the sports franchise and the retailer. Historically, sports apparel has been a significant part of fan culture, allowing individuals to express team loyalty. Widespread availability through retailers like Walmart broadens the potential customer base, including those who may not typically purchase merchandise through specialized sports stores or online channels.