New York City-based MLB Advanced Media LP (MLBAM), an interactive media and
Internet company that runs mlb.com, launched a set of 30 online stores, one for each Major
League team Web site.
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The stores, which offer more than 6,000 Major League Baseball product SKUs,
were built and will be managed by Minneapolis-based e-commerce services
provider Digital River Inc.
Merchandise will include authentic jerseys and hats, outerwear, T-shirts,
women's and children's clothing from every American and National League team,
as well as game day audio subscriptions, authenticated memorabilia and
novelty items.
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Financial arrangements between the companies were not disclosed.
MLBAM, which manages the official league site and each of the 30 individual
team sites, said it would take advantage of Digital River's e-marketing
expertise to help
grow sales of licensed merchandise and authentic memorabilia. Digital River
will also handle the transaction management from the auction section of the
site.
MLBAM was established in June 2000 following a unanimous vote by the 30 Major
League Baseball club owners to centralize all of baseball's Internet
operations.
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Digital River stock was up 28 cents or 5.6 percent to $5.28 in mid-morning
trading.
Digital River's e-commerce services include e-commerce strategy, site
development and hosting, order and transaction management, system
integration, product fulfillment and returns, e-marketing and customer
service.
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