The Chicago Cubs have been named the 2019 Major League Baseball Club Retailer of the Year for their commitment to generating merchandise sales through creative marketing and merchandising efforts, while the St. Louis Cardinals earned the league’s Hard Goods Club Retailer of the Year, Major League Baseball announced today. The announcement was made at the annual MLB Retail Summit.

Since its inception in 2005, the Club Retailer of the Year Award has been awarded based on a combination of fan interest, vendor feedback, sales, creative marketing, support of league-wide initiatives and unique stadium shopping experiences. Despite not making the Postseason in 2019 after four consecutive appearances, the Cubs kept their fans and Wrigley shoppers engaged throughout the year. The Cubs have actively revamped their retail experience inside Wrigley Field over the last five seasons, even expanding to a Michigan Avenue location. In 2015, the Cubs largest shop stretched to 1800 square feet, but now their biggest store stands more than triple that size at 6000 square feet.

These updated locations, such as the standalone 1914 Club, allow the Cubs to bring exclusive products to their fans that can only be found on the North Side. They also provide space to continually promote league-wide events such as the T-Mobile Home Run Derby and All-Star Game presented by Mastercard, and co-branded lines with non-traditional fashion partners. These efforts collectively led to heightened awareness and increased sales for the Cubs retail programs.

While apparel historically makes up the popular assortment of product in ballpark shops, every year teams go above and beyond to make a variety of hard goods available to fans in their ballparks. To recognize those additional efforts and the unique retail marketing behind hard goods merchandising, MLB created the Hard Goods Club Retailer of the Year award two years ago. The Cardinals are now the third winners of the award, after the Arizona Diamondbacks (2017) and Cincinnati Reds (2018).

In 2019, the Cardinals notably increased the quantity of hard goods products that were available inside Busch Stadium, which led to increased marketing, promotion and sales. As the Cardinals played their way into the Postseason for the first time in four years, the Club emphasized the excitement on the field with varied merchandise in their shops to give fans a multitude of collectible options. Leading the way in the Busch Stadium retail locations were hard good products from licensees such as FOCO, Funko, Mascot Factory, Northwest and Wincraft. Between their star players, modified hard goods retail strategy and memorable moments that led the Cardinals through the NLDS and into the NLCS, Cardinals retail enjoyed a highly successful season.

“These two NL Central rivals enjoyed solid seasons on the field and showed strong commitments to their respective fan bases at the ballparks with two noteworthy retail experiences,” said Denis Nolan, MLB Senior Vice President, Global Consumer Products. “Both Clubs showed great support for league-wide events and initiatives, while also making certain to cater to everyone that shopped at Wrigley Field and Busch Stadium. Congratulations to the Cubs and Cardinals.”

Previous recipients of the Club Retailer of the Year award have included the Atlanta Braves (2018), Colorado Rockies (2017), Cleveland Indians (2016), New York Mets (2015 & 2006), Seattle Mariners (2014 & 2005), Los Angeles Dodgers (2013), New York Yankees (2012), Detroit Tigers (2011), Cincinnati Reds (2010), Milwaukee Brewers (2008) and Philadelphia Phillies (2007). The award was not given in 2009.