Customer Acquisition: Tommy Bahama Partners With Major League Baseball to Acquire New Customers

Lifestyle apparel retailer Tommy Bahama has leveraged its relationship with Major League Baseball (MLB) into a successful tool for introducing its brand to a new audience — and sell some limited-edition shirts in the process. Since 2009, Tommy Bahama has partnered with MLB for its exclusive "Collector's Edition" team shirts. Six teams are chosen each year, with only a couple hundred shirts made up for each team. This year's teams were the Boston Red Sox, New York Yankees, Texas Rangers, Atlanta Braves, St. Louis Cardinals and Detroit Tigers. Nearly all of this year's shirts have already been sold.