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Getcha Souvenirs Heah

New York City-based MLB Advanced Media LP (MLBAM), an interactive media and Internet company that runs mlb.com, launched a set of 30 online stores, one for each Major League team Web site.

The stores, which offer more than 6,000 Major League Baseball product SKUs, were built and will be managed by Minneapolis-based e-commerce services provider Digital River Inc.

Merchandise will include authentic jerseys and hats, outerwear, T-shirts, women's and children's clothing from every American and National League team, as well as game day audio subscriptions, authenticated memorabilia and novelty items.

Financial arrangements between the companies were not disclosed.

MLBAM, which manages the official league site and each of the 30 individual team sites, said it would take advantage of Digital River's e-marketing expertise to help grow sales of licensed merchandise and authentic memorabilia. Digital River will also handle the transaction management from the auction section of the site.

MLBAM was established in June 2000 following a unanimous vote by the 30 Major League Baseball club owners to centralize all of baseball's Internet operations.

Digital River stock was up 28 cents or 5.6 percent to $5.28 in mid-morning trading.

Digital River's e-commerce services include e-commerce strategy, site development and hosting, order and transaction management, system integration, product fulfillment and returns, e-marketing and customer service.



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