Jordan's Furniture bets on UConn for March Madness promotion
Jordan's Furniture will refund all purchases if both UConn basketball teams reach the Final Four, potentially costing the retailer $2 million in its latest promotional bet.
The furniture chain announced Tuesday it will refund all purchases made between February 1 and March 15 if both UConn men’s and women’s basketball teams reach the Final Four during the NCAA tournament. The promotion applies to all Jordan’s locations, including its New Haven store.
“We’re putting our money where our mouth is,” said Eliot Tatelman, Jordan’s president and CEO. “UConn has been absolutely dominant in basketball, and we think Connecticut fans deserve to be rewarded for supporting such incredible programs.”
The retailer estimates it could refund up to $2 million in purchases if both teams advance. UConn’s men’s team won back-to-back national championships in 2023 and 2024, while the women’s program has captured 11 NCAA titles since 1995.
Jordan’s has built its brand around high-stakes promotional bets. The company previously offered refunds tied to Boston sports teams’ playoff runs and weather-related promotions. In 2018, the retailer refunded $30 million in purchases after the New England Patriots won the Super Bowl.
“These promotions generate enormous buzz and drive traffic to our stores,” said retail analyst Jennifer Walsh of Greenwich-based Consumer Insights Group. “Even if they pay out, the marketing value often exceeds the cost.”
The promotion covers furniture, mattresses and home accessories purchased during the qualifying period. Customers must present receipts and register their purchases online to be eligible for refunds.
UConn’s men’s team enters March ranked third nationally with a 24-3 record. The women’s team, led by coach Geno Auriemma, holds a 25-2 record and is expected to earn a top seed in the tournament.
Jordan’s operates 50 stores across New England, including locations in New Haven, Waterbury and Danbury. The family-owned company, founded in 1918, was acquired by Berkshire Hathaway in 1999 but continues to operate independently under the Tatelman family’s management.
“Connecticut basketball fans are some of the most passionate in the country,” Tatelman said. “This is our way of celebrating that loyalty and maybe adding a little extra excitement to March Madness.”