ORONO — Winning sports teams typically generate a buzz.

They can lead to a little more credit-card activity as well.

T-shirts commemorate the 2015 women's basketball team's success in the regular season. goblackbears.com

The University of Maine got a small taste of that this winter when its women’s basketball team went on a 14-game winning streak. Crowds for the final three home games exceeded 3,000. Sales of merchandise at those three games tripled the average from the previous year.

“When a team is successful, people want replica jerseys or gear like the team so they can feel part of the program,” said Will Bilberstein, associate athletic director for internal operations at Maine. “It helps connect them more, knowing that they’re really impactful and important to the overall success of the program.”

The success came to an abrupt end. Maine earned a share of the America East regular-season title with a Feb. 26 victory against Maryland-Baltimore County. But the Black Bears never got to entertain the home crowd again, losing three of their final four games. They missed out on a chance to host the conference title game and reach the NCAA tournament.

Both would have been potential windfalls for the marketing of the athletic department.

Still, Maine averaged $1,166 of merchandise sold at its final three home games, compared to $494 in that same period the previous year and $288 the year before that.

The university commissioned T-shirts to commemorate the conference title and sold 59 of those.

It’s a small fraction of the $345,844 in merchandise sales for UMaine over the entire year. But it does demonstrate that winning brings enthusiasm and a little more money as fans seek the latest swag.

The value is more than monetary.

“You want a vibrant university community where people are proud to wear the logo,” said Athletic Director Karlton Creech. “At a school like Maine, that’s certainly probably more valuable than the dollars and cents that it may produce. At a national brand like Michigan or Texas, they’re producing real revenue off of licensing. For us it’s really, we want people, especially within the state of Maine and our local communities, to identify with the University of Maine.”

Bilberstein has seen interest in Maine apparel swell before. When the hockey team reaches the Frozen Four – or wins national titles, as it did in 1993 and 1999 – the state becomes awash in blue. Having a distinctive mascot adds to the appeal.

“It seems like whenever you travel, you always run into somebody from Maine. If you’re wearing Maine gear, people tend to pick you out of the crowd. They do recognize the brand. That definitely builds that connection,” Bilberstein said.

“Whoever did the branding with the Black Bear logo did a phenomenal job because it’s a very recognizable logo. And we’re very fortunate that the color scheme of the University of Maine is very popular. I think it sells itself at times.”

Maine’s merchandise is managed nationally through Licensing Resource Group. That means manufacturers need to clear the rights through LRG before Black Bear gear can be sold at your nearest mall. The company, in turn, will go after anyone churning out bootleg items.

That’s a problem Bilberstein would welcome.

“You almost have to think of it as somewhat of a compliment,” he said. “That means there’s such a demand for the stuff that people are seeing a new niche market.”

Maine’s not there yet. But the women’s basketball team will have another chance to generate excitement next winter, on and off the court.

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