Centerplate, Dreams Partner with Louisville to Launch Cardinal Authentic Online Fan Shop

Visit to see the expanded selection of Louisville merchandise.
Visit to see the expanded selection of Louisville merchandise.

Nov. 18, 2011

LOUISVILLE, Ky. - Centerplate, the leading hospitality partner to North America's premier sports and entertainment venues, has partnered with Dreams, Inc. (NYSE Amex: DRJ), a technology driven, multi-channel retailer focused on the licensed sports products industry, and the University of Louisville to re-launch the team's official Cardinal Authentic online store,, featuring expanded product assortment, more accurate search results, powerful product filtering features, and extensive SEO improvements.

The site consists of an assortment of hard and soft goods, including apparel, headwear, gifts, novelties, home décor and collectibles. Supported by Dreams' online marketing expertise and proven proprietary e-commerce technology, the site is designed to deliver a substantial lift in sales while providing an improved visitor experience.

"Louisville's new Cardinal Authentic online shop provides its fans a greater range of gear and trend-specific merchandise to choose from," said Kevin Bates, president of Dreams' retail division. "By employing our unique e-commerce technology and our robust distribution network, Louisville is able to offer in a turn-key fashion an enhanced shopping experience while realizing a stronger revenue stream in support of team activities."

"Centerplate and Dreams provide our fans an opportunity to show their Cardinal pride through an expansive selection of Custom Adidas Louisville Cardinal apparel and products," said Kenny Klein, Senior Associate Athletic Director at the University of Louisville. "With a portion of proceeds from every purchase made through the Cardinal Authentic online store going directly to the athletic department, fans across the country can show their allegiance to U of L while taking in this one of a kind customer experience."

"Centerplate offers the Louisville Cardinals and their fans with the best-in-class retail offering by combining our in-venue retail leadership with Dreams' proven e-commerce solution," said Scott Marshall, Senior Vice President of Retail Merchandise and Fan Innovation at Centerplate. "We're thrilled by this new alliance and are delighted to offer it to fans and drive client returns."

This new, multi-year marketing partnership with Louisville marks Dreams' 74th web syndication client and its fourth alliance with a top-tier college, following Miami, Texas and Purdue.