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More than forty years ago, Eliot Tatelman worked with his father in a New England furniture store. He probably didn’t expect that, years later, a bold gamble tied to the 2007 World Series hosted by the Boston Red Sox would allow him to compete in the championship alongside the franchise’s biggest stars.
As the parade rolled through the streets of Boston, some participants held signs saying “Thanks for the free furniture,” a nod to the retailer’s promotion.
Now, Tatelman’s Jordan’s Furniture is revisiting the idea with a similar promotion, betting on the advancement of the UConn men’s and women’s basketball teams in this year’s NCAA Division I tournaments.
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Braylon Mullins (24) of the UConn Huskies celebrates after shooting the game-winning 3-pointer during the second half against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Tournament at Capital One Arena on March 29, 2026, in Washington, DC (Émilee Chinn/Getty Images)
The retailer has promised refunds totaling about $50 million if both Huskies teams reach — then lose — their respective national title games. Eligible furniture must have been purchased from Jordan’s Furniture between January 20 and March 1, according to the company’s website.
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Tatelman served as CEO of the furniture retailer, but the day-to-day operations of the family business continue to be overseen by his children.
The UConn women’s team takes on South Carolina on Friday at 7 p.m. ET in Phoenix, while the men’s team takes on Illinois on Saturday in Indianapolis.
The UConn Huskies receive the Fort Worth Regional trophy after their victory against Notre Dame Fighting Irish at Dickies Arena on March 29, 2026, in Fort Worth, Texas. (Chris Jones/Imagn Images)
“We have insurance,” Tatelman told USA Today Sports. “We want them to win.”
There are two Jordan’s Furniture locations in Storrs, Connecticut.
Braylon Mullins (24) celebrates with Jayden Ross (23) and Malachi Smith (0) of the UConn Huskies after Mullins shot the game-winning 3-pointer during the second half against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Tournament at Capital One Arena on March 29, 2026, in Washington, DC (Patrick Smith/Getty Images)
Tatelman reflected on the Red Sox promotion, recalling the bold offer that helped define the campaign.
“We said, ‘Come to Jordan’s and buy a couch, a bed, a mattress, a dining room table,'” he said. “And if the Red Sox win the World Series, everything will be free.”
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The Red Sox’s four-game sweep of the Colorado Rockies in the 2007 World Series ended up costing the furniture company approximately $35 million. Tatelman said he “purchased insurance for that.”
