Turning Hoops into Hype
Posted Apr 28, 2026 in Publisher's Page
Connecticut—home to LMT—is known as both the Basketball Capital of the World, thanks to UConn’s sustained dominance in NCAA tournaments, and the Pizza Capital of the U.S., thanks to legendary New Haven-style pizza. There are even signs on Connecticut highways touting both accolades!
That local basketball pride recently set the stage for a bold campaign from Jordan’s Furniture, which tapped into UConn fandom with its high-stakes “Make the Finals” promotion. Announced in January by President and CEO Eliot Tatelman, the offer was simple: if both UConn men’s and women’s teams reached the NCAA championship games, customers would receive a full refund on purchases made between January 20 and March 1.
About 20,000 customers—mostly from Connecticut—bought furniture during that six-week window, making the company’s potential payout up to $50 million!
While the men’s team made it to the...
