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04/19/2007 1:08 PM ET
D-backs' Sedona Red merchandise popular among valley baseball fans
tickets for any Major League Baseball game
The Diamondbacks introduced a new color palette of Sedona Red last November. (Arizona Diamondbacks)
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PHOENIX -- Sales of the Arizona Diamondbacks new Sedona Red merchandise at the Team Shops at Chase Field and at sports apparel stores throughout the Phoenix-area are up substantially compared to this time last year. Through the D-backs' first eight regular-season games at Chase Field, merchandise sales at the team's Team Shops are up 60 percent compared to sales through the first eight games in 2006.

"Our dedicated fan base has had an overwhelmingly positive response to our new team merchandise," D-backs President Derrick Hall said.

The D-backs' new Family Value pricing has accounted for 20 percent of team's increase in merchandise sales. Items included in the Family Value pricing are a D-backs cap ($7), D-backs Sedona Red T-shirt ($8), mini bat ($5), baseball ($5) and lapel pin ($3).

"We re-merchandised the main Team Shop to increase traffic flow and product visibility," said Alan Fey, whose XP Events company oversees all merchandise concessions at Chase Field. "Feedback at the store level has been nothing but positive, evident by per cap spending being almost double what it was at this time last year."

Just Sports, a retail sports apparel chain with nine Phoenix-area locations, has reported significant increases in fans purchasing D-backs team merchandise at its stores. Since the beginning of spring training, Just Sports has sold nearly 7,000 units of D-backs merchandise, compared to just below 500 units during the same time period last year.

"The D-backs merchandise sales have been through the roof in every category," Just Sports President Kelly Roberts said. "Hats, T-shirts, jerseys and miscellaneous products have sold very well catching us by surprise over the last few months. Our buyers have increased our orders each time, only to find our orders not staying up with demand."

Last November, the D-backs introduced a new color palette of Sedona Red, Sonoran Sand and black to replace the color scheme of turquoise, copper, black and purple used since the franchise was first awarded in 1995. The club's new home white uniforms feature new script lettering, with "D-backs" in Sedona Red with black and Sonoran Sand trim. The new road grey uniforms include updated "Arizona" lettering in Sedona Red. Alternate jerseys are black with the customary "A" logo in Sedona Red and a Sedona Red jersey with the "D-backs" script in Sonoran Sand with black trim. The new caps are Sedona Red with an updated black snake "D" logo trimmed in Sonoran Sand. An alternate black cap, only to be worn with the alternate black jerseys, features the "A" logo in Sedona Red.

Through last season, the D-backs ranked No. 28 in sports apparel sales among Major League Baseball teams, just ahead of the Florida Marlins (No. 29) and Colorado Rockies (No. 30).

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