Office of the Vice President for Global Communications

Tuesday, September 8, 2009

Record Update first

Athletic Department selects new merchandising partner

The university has selected eSports Partners Inc. as its new, exclusive, on-site retail merchandising partner for Intercollegiate Athletics. The new M Go Blue Shop will become the official store of Michigan Athletics.

Under a 10-year contract, the partnership with eSports will deliver exclusive products and superior online service to U-M fans and provide greater selection and quality of merchandise.

“We decided to go with eSports because of their national scope, creative marketing and superior customer service.  We believe our new M Go Blue Shop will be an excellent shopping experience for our customers,” says U-M Athletic Director Bill Martin.

The new online store, located at, opens Wednesday.  Michigan fans will be able to shop online anytime for the largest selection of officially licensed Michigan merchandise, including Adidas football sideline apparel, T-shirts, jerseys, caps, home furnishings and much more. The online store will offer an expanded assortment of products including women’s and children’s merchandise.
Proceeds from purchases at M Go Blue Shop will directly benefit the Athletic Department scholarships and programs.

Martin also states, “Royalty revenues from these licensing endeavors help support our 25 sports teams beyond football and basketball, fund athletic department infrastructure, pay for long-term capital projects and contribute to U-M’s academic programs.”

Martin says fans will see several enhancements and new opportunities to make online shopping for “M” merchandise more convenient and user-friendly, including:

• A larger product selection including several exclusive items.

• Easier navigation allowing quicker access throughout the Web site.

• Increased product detail, including multiple views and color swatches.

• Advanced search functionality by vendor, player, color, size and price.

• Extensive customer support with links to order status and package tracking.

• Free printed merchandise catalogs, also available on the Web.

Dallas-based eSports Partners Inc. also is the official licensing partner for the NFL Tennessee Titans, Indianapolis Colts and Dallas Cowboys and the University of Arkansas and Texas A&M.