A Risky Promotional Gamble

Following impressive victories in the Elite Eight, both the UConn men’s and women’s basketball teams find themselves just one victory away from the NCAA tournament finals. For Jordan’s Furniture, a prominent regional chain across New England, this sporting success could translate into millions of dollars in refunds.

The company launched a “UConn Championship Promotion” that is now dangerously close to triggering a massive payout. Under the terms of the campaign, customers who purchased specific “eligible merchandise” between January 20 and February 16 were promised a full rebate—effectively making their items free—if both UConn basketball squads advanced to their respective championship games.


History Repeating Itself

This is not the first time the retailer has tied its financial fortunes to New England sports. Back in 2007, Jordan’s Furniture ran a similar promotion involving the Boston Red Sox. According to the Hartford Courant, the store ended up paying out approximately $30 million after the Red Sox secured a World Series title.


Managing the Financial Impact

To guard against such a significant financial hit, the company utilizes insurance policies to manage its risk exposure. Linda SanGiacomo, the store's senior vice president of marketing, confirmed to the Hartford Courant that similar insurance coverage was secured for the UConn promotion.

«Jordan’s takes out insurance policies to mitigate risk while maintaining engagement. For the UConn campaign, we purchased insurance at an estimated sales level so that we can deliver on our commitments when they win. As a company we are excitedly rooting for the UConn men’s and women’s teams. We want both the teams to make it to the finals and we want to give away free furniture to our great customers,» SanGiacomo stated.


Players Embrace the Motivation

The promotion has even caught the attention of the athletes themselves, with UConn players appearing in promotional advertisements. Men’s team player Silas Demary Jr. noted that the campaign provides an extra layer of motivation as they approach their next games.

«Yes, for me, that gives me something else to play for, something added to play for. If we both win, all these people get free furniture. That’s something I want to do and be a part of,» Demary remarked.


The Path to the Finals

For the payout to occur, both teams must win their upcoming matches:

  • Women’s Team: Scheduled to play this Friday against the winner of the TCU vs. South Carolina matchup.
  • Men’s Team: Set to face Illinois this Saturday in the Final Four.