UConn’s Final Four run could cost Jordan’s Furniture $50M, owner says

More than four decades ago, Eliot Tatelman worked with his father at a New England furniture store. He likely never expected that, years later, a bold bet tied to the 2007 World Series run by the Boston Red Sox would land him on a championship float alongside the franchise’s biggest stars.

As the parade wound through Boston’s streets, some attendees held signs that said “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 how far UConn’s men’s and women’s basketball teams will advance 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-point basket during the second half against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Tournament at Capital One Arena March 29, 2026, in Washington, D.C. (Emilee Chinn/Getty Images)

The retailer promised refunds totaling up to roughly $50 million if both Huskies teams reach — and then lose — their respective national title games. Eligible furniture must have been purchased from Jordan’s Furniture between Jan. 20 and March 1, according to the company’s website.

2026 NCAA WOMEN’S BASKETBALL TOURNAMENT SELECTIONS REVEALED

Tatelman served as the furniture retailer’s CEO, but the family-run business’s day-to-day operations continue to be overseen by his children.

The UConn women’s team faces South Carolina Friday at 7 p.m. ET in Phoenix, while the men’s team meets Illinois Saturday in Indianapolis.

The UConn Huskies are awarded the Fort Worth Regional trophy after their win against the Notre Dame Fighting Irish at Dickies Arena 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-point basket during the second half against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Tournament at Capital One Arena March 29, 2026, in Washington, D.C. (Patrick Smith/Getty Images)

Tatelman reflected on the Red Sox promotion, recalling the bold offer that helped define the campaign.

“We said, ‘Come into Jordan’s and buy a sofa, a bed, a mattress, a dining room table,’” he said. “And if the Red Sox win the World Series, it’ll all 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 roughly $35 million. Tatelman said he “bought insurance for it.”

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