New England Furniture Store Faces Massive Payout if UConn Wins NCAA Titles

Jordan's Furniture's 'UConn Championship Promotion' could cost millions if both teams reach finals.

Mar. 30, 2026 at 3:09pm

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Jordan's Furniture, a New England furniture chain, is facing a potentially massive payout after running a promotion that would give customers free furniture if both the UConn men's and women's basketball teams win their NCAA tournament finals. With both teams just one win away from the finals, the store may have to pay out millions to customers who took advantage of the promotion.

Why it matters

This is not the first time Jordan's Furniture has faced a huge payout due to a promotion tied to a New England sports team. In 2007, the store had to pay out around $30 million when the Boston Red Sox won the World Series after a similar promotion. While the store has insurance to help mitigate the risk, a payout of this magnitude could still have a significant financial impact.

The details

Jordan's Furniture ran a promotion from January 20 to February 16 where customers who purchased 'eligible merchandise' would receive a full rebate if both the UConn men's and women's basketball teams made it to their respective NCAA tournament finals. With both teams now just one win away from that feat, the store is facing the prospect of having to pay out millions to customers. The store has taken out insurance to help manage the risk, but a payout of this size could still be damaging.

  • The promotion ran from January 20 to February 16, 2026.
  • The UConn men's team advanced to the Final Four on March 30, 2026.
  • The UConn women's team will play in the Elite Eight on April 1, 2026.

The players

Jordan's Furniture

A furniture chain with multiple locations in New England that ran the 'UConn Championship Promotion'.

Linda SanGiacomo

The senior vice president of marketing at Jordan's Furniture.

Silas Demary Jr.

A player on the UConn men's basketball team who appeared in ads for Jordan's Furniture's promotion.

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What they’re saying

“Jordan's takes out insurance policies to mitigate risk while maintaining engagement. For the UConn campaign, we purchased insurance at an estimated sales level so that we can deliver on our commitments when they win. As a company we are excitedly rooting for the UConn men's and women's teams. We want both the teams to make it to the finals and we want to give away free furniture to our great customers.”

— Linda SanGiacomo, Senior Vice President of Marketing, Jordan's Furniture

“Yes, for me, that gives me something else to play for, something added to play for. If we both win, all these people get free furniture. That's something I want to do and be a part of.”

— Silas Demary Jr., Player, UConn Men's Basketball Team

What’s next

If both the UConn men's and women's basketball teams win their next games, Jordan's Furniture will have to pay out the rebates to customers who took advantage of the 'UConn Championship Promotion'.

The takeaway

This promotion highlights the risks that businesses take when tying promotions to the success of sports teams. While the potential upside can be significant, the downside can also be massive, as Jordan's Furniture is now facing. The store's previous experience with a similar promotion for the Boston Red Sox shows that these types of bets don't always pay off, even for the most successful regional teams.