February 16, 2024
Boston Could Launch Officially Licensed Swag Collections
A city councilor says merch lines can generate revenue, build the Beantown brand and benefit local small businesses – which could include promotional products companies.
A branded-merch opportunity is brewing in Beantown.
The City Council of Boston is considering authorizing the creation of officially licensed city-branded merchandise.
Skyline of downtown Boston.
The plan, as proposed by City Councilor Sharon Durkan, would enable leaders to license local businesses to create and sell swag with Boston-inspired graphics and messaging. The city would earn money from royalties and licensing fees. The funds could potentially be used to support city departments, operations, initiatives and more.
“When people wear or use Boston-branded merchandise, it acts as free advertising, advancing interest in the city, its culture, attractions and thereby contributing to Boston’s brand visibility on a global scale,” Durkan wrote in a communication on the proposal to fellow councilors.
Jim Rooney, CEO of the Greater Boston Chamber of Commerce, spoke favorably of the idea. That is, as he told NBC’s Boston affiliate, provided that small businesses are part of the discussion and “that they are, in fact, able to benefit from something like this, and that maybe it doesn’t intrude in on things that they’re already doing.”
“When people wear or use Boston-branded merchandise, it acts as free advertising, advancing interest in the city.” Boston City Councilor Sharon Durkan
An order put forward by Durkan directs Boston’s Office of Tourism, Sports & Entertainment and the Office of Economic Opportunity and Inclusion to begin formulating what a city-wide merchandise licensing program would look like.
“Maybe at some point, you'll see ‘City of Boston’-branded mugs, hoodies, T-shirts and other swag,” said Durkan, noting that such products could feature depictions of iconic Boston symbols, landmarks and neighborhoods.
Durkan was inspired to propose the Beantown licensed merchandise line by New York City.
She cited figures from a 2010 report that showed the Big Apple’s licensed merchandise program earned $24 million annually. The New York Citywide Merchandise Licensing Program uses logos from the NYPD, the FDNY, NYC Taxi and Limousine Commission, and other New York municipal offices for apparel and other merchandise.
Pittsburgh is another city that has official merch lines. CommonWealth Press, a union apparel decorating shop, developed the collection in collaboration with the Steel City’s government.