SAN JOSE — In the Sharks’ team shop, Luis Borga hurriedly tried to attach a 7 and a 1 to a teal sweater.
On Thursday night, Macklin Celebrini jerseys were flying off the shelves as the Sharks kicked off their season following the young talent’s impressive Olympic performance.
“Typically, we order pre-made items, but we’ve completely sold out of what we had,” Borga, who’s in his second year with the team, explained. They had stockpiled around 50 or 60 pieces anticipating demand, yet they were gone in no time.
By the end of the first period, it was clear that “Macklinmania” had truly taken off.
And jersey sales represent only the beginning.
“I’ve seen a lot over my 21 years here,” said Sharks vice president of marketing Doug Benz, reflecting on past stars like Patrick Marleau and Joe Thornton. “This feels different—it’s something bigger.” He emphasized that this phenomenon might “transcend Bay Area sports.”
Celebrini was deemed a generational talent when the Sharks picked him first overall in 2024. “He’s exceeded our expectations,” Benz noted. Even though his first Olympic Games didn’t go as planned, the teenager triumphed at the Milan Winter Olympics.
Skating beside icons like Sidney Crosby and Connor McDavid, Celebrini stood out, scoring five goals and assisting on five others, coming in just behind McDavid in overall points.
The spotlight was clearly on him.
His Team Canada jersey sold out in under an hour, becoming even more sought after than the Sharks’ version. A month prior to the Olympics, Celebrini’s name was mentioned about 7,200 times daily across media platforms, according to Benz. During his three weeks in Milan, that number spiked to an average of 22,000 mentions, showcasing a 400% increase.
“If he performs on the international stage, people will take notice,” Sharks coach Ryan Warsofsky said, highlighting the visibility Celebrini has gained.
The Sharks are determined to capitalize on this momentum—not just on the ice as they seek their first playoff entry since 2019 and their first Stanley Cup appearance since 1991.
A scout commented that usually, a weeknight game against a mid-tier opponent like the Flames might draw about six or seven thousand fans. However, on Thursday, the Sharks announced a sellout crowd of 17,435, marking their third full house on a weeknight this season. Subsequent weekend games are also sold out.
Benz remarked that ticket sales during the Olympic break increased by 56% compared to last year, and product sales spiked almost twofold.
This is what’s being dubbed the “Celebrini effect.”
Season tickets for the next season went on sale this week, and Benz mentioned that they have exceeded the previous year’s memberships significantly.
A notable portion of the new season tickets were purchased by fans who were previously unaware of the Sharks.
Kylie O’Connell, 29, traveled from Monterey with a group of friends after committing to watch more hockey. Having moved from Colorado ten years ago, she admitted, “I stayed loyal to the Avalanche since the Sharks struggled.” But Celebrini? “He’s electrifying. I can’t wait to get the jersey.”
During a game break, Celebrini received the loudest cheer of the season when introduced with three other Olympians, including plans to recognize nearby Olympic figure skating star Alisa Liu.
However, the Sharks faced defeat, going 1-4 since returning from the Olympic break and extending a losing streak to five games. Before the hiatus, they had a solid 27-21-3 record and were poised for playoff contention, currently trailing by five points.
“Everyone needs to step up and perform at a higher level because he’s demonstrating what he’s capable of with the world’s best,” said left winger Kiefer Sherwood after the loss. “We need to elevate our game around him.”
Another outstanding player from the region has turned a struggling franchise into an incredibly valuable team. It’s not surprising that Celebrini is often compared to Stephen Curry. A scout suggested, “Given his drive and character, that comparison makes sense.”
Interestingly, Celebrini’s father, Rick, serves as the head trainer for the Warriors.
“Given his father’s role, he understands the responsibilities and demands of being a superstar,” Benz remarked. Yet, he reminded that Celebrini is still just a sophomore in college. “We want to be mindful of his growth, both on and off the ice.”
Celebrini seems ready for his moment in the limelight.
“The fans, the attention, everything that comes with being in this position, we embrace that expectation. We welcome that pressure,” he said upon returning to the Sharks from the Olympics. “It’s a sign we’re doing something right.”
Unlike the Warriors, 49ers, and Giants, the Sharks don’t typically attract large media followings. Traditional news outlets can’t consistently cover away games.
“This is the most media we’ve encountered,” Celebrini noted, standing before a crowd of cameras and reporters. “It feels like we’re in a Canadian market now.”
