| July 3, 2017 | 0 Comments

Alyssa Milano

The actress is in her 10th year of licensing high-end women’s fan apparel with professional leagues including MLB, the NFL, the NBA and the NHL

Michael Leven, President and Chief Operating Officer of Las Vegas Sands, poses for a portrait during the 2010 Reuters Travel and Leisure Summit in New York February 24, 2010. REUTERS/Lucas Jackson (UNITED STATES - Tags: BUSINESS TRAVEL) - RTR2ATO4

Alyssa Milano has always had a following ever since her days appearing on the sitcom “Who’s the Boss?” from 1984–1992. But as she continued her acting career, including on the hit series “Melrose Place” and “Charmed,” Milano was working on another venture that has proven perhaps just as lucrative. In 2006, she created Touch by Alyssa Milano, a line of high-end women’s fan apparel that began with an exclusive licensing deal with Major League Baseball. The first line was so successful that other leagues began calling. Today, Touch holds the licensing for the NFL, the NBA, the NHL, NASCAR, MLS and a growing number of collegiate teams.

In this interview with SportsTravel’s Jason Gewirtz, Milano discusses how her business began, challenges she has faced and the changing nature of women’s fan apparel.

Touch by Alyssa Milano is now in its 10th year licensing sports-related clothing for women. How did this idea first come about?

It was about 11 years ago now and I had season tickets to the Los Angeles Dodgers. And the beginning of every season is kind of chilly, and I wasn’t prepared. So I went into the stadium shop to get a hoodie or something to keep me warm and I couldn’t find anything that I would actually want to buy. There were a lot of weird-shaped things made with cheap fabric and a lot of pink. I wound up buying a little boy’s hoodie and went back to the stands and looked around. And I saw a lot of pink. I thought to myself, these women don’t want to wear pink, it’s just the only thing they’re actually selling. So, that was kind of my light-bulb moment. I said, wouldn’t it be great if someone came up with a fashion line that fit a woman’s fashion needs but also enabled us to fly the team colors? I originally pitched the idea to my agency, CAA, which didn’t have a sports department at the time. I was pitching it to my theatrical agent and he said, “I think that’s a good idea but I’m not really sure because it’s not in my world.” Then, totally coincidentally, someone in the literary department knew someone at MLB Properties and got me a meeting.

To read the rest of this Q&A in the digital edition of SportsTravel, please click here.

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