Connecticut basketball fans are buzzing after the Huskies men’s team pulled off a thrilling comeback against Duke University on Sunday night. It’s likely got everyone wondering—how are the folks at Jordan’s Furniture feeling about all this?
This New England furniture store had a unique promotion earlier in the year. Anyone who bought furniture between January 20 and March 1 would have their costs covered if the UConn men’s and women’s basketball teams made it to the national championship games.
The women’s team took down Notre Dame that same day, while the men pulled through against Duke, leaving both squads just one win shy of the championship title.
“Do you think the Jordan’s Furniture guy is feeling the pressure yet?” commented one person on social media.
Another user remarked, “I can only imagine how stressful this week will be for the staff at Jordan’s.”
Someone humorously noted, “Jordan’s furniture will never offer that kind of promotional insurance again.”
Several UConn players were featured in the promotion, including men’s guard Cyrus Demarie Jr. and women’s players Sarah Strong and Caroline Ducharme, alongside retired CEO Elliott Tatelman.
In an interview back in February, DeMaree expressed how the promotion added extra motivation: “If we both win, the people will get free furniture. That’s what I’m aiming for.”
This isn’t the first time Jordan’s has taken a gamble like this. Back in 2007, they had a similar promotion where customers got their summer purchases free if the Red Sox won the World Series. The Sox did win, resulting in over 25,000 people receiving free furniture, as reported by the Hartford Courant.
The total cost of that 2007 payout was famously covered by insurance, amounting to around $30 million. Linda Sangiacomo, the senior vice president of marketing, mentioned that the visibility and sales made the gamble worthwhile.
“We have insurance to manage risk while keeping engaged,” she explained. “For UConn’s campaign, we secured insurance based on projected sales levels, ensuring we can fulfill our promise. We’re all cheering for UConn’s teams and hope to give away free furniture to our customers.”
The UConn women’s team is set to face the winner of South Carolina and TCU on Friday, while the men’s team will play Illinois State on Saturday, with both matches bringing them closer to a chance at giving away free furniture.
