Story by
UConn basketball teams could cost furniture store millions
- Story by
- UConn basketball teams could cost furniture store millions
The Connecticut men's and women's basketball teams each are one victory away from the championship game of the NCAA Tournament, and that could be very expensive for a furniture store, an insurance company or both.
Jordan's Furniture, a company based in Massachusetts, will be on the hook for $50 million if both win their first games of the Final Four and advance to the championship games, according Eliot Tatelman, the former CEO whose sons run the company.
Advertisement
Advertisement
Advertisement
The men's team plays Illinois Saturday, April 4 and the women's team plays the winner of the Elite Eight game between South Carolina and TCU .
"We have insurance," Tatelman told USA TODAY Sports. "We want them to win."
The customers and the men's team had a close call Sunday, when UConn beat Duke on Braylon Mullins' last-second, 35-footer .
UConn Huskies guard Braylon Mullins (24) hits a go-ahead three-point basket late in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
UConn Huskies guard Braylon Mullins (24) hits a go-ahead three-point basket late in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
Braylon Mullins #24 of the UConn Huskies celebrates after shooting the game-winning three point basket during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC
(Emilee Chinn, Getty Images)
Braylon Mullins #24 celebrates with Malachi Smith #0 of the UConn Huskies after shooting the game-winning three point basket during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
UConn Huskies guard Malachi Smith (0) celebrates with UConn Huskies guard Braylon Mullins (24) after a game-winning three-point basket against the Duke Blue Devils in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
UConn Huskies guard Braylon Mullins (24) celebrates after making the game-winning three-point basket against the Duke Blue Devils in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
The UConn Huskies huddle up against the Duke Blue Devils prior to an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Amber Searls, Imagn Images)
Head coach Dan Hurley of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
Head coach Dan Hurley of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
UConn Huskies guard Braylon Mullins (24) passes the ball against Duke Blue Devils guard Isaiah Evans (3) in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Amber Searls, Imagn Images)
UConn Huskies forward Tarris Reed Jr. (5) goes to the basket against Duke Blue Devils center Patrick Ngongba (21)in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Amber Searls, Imagn Images)
UConn Huskies forward Alex Karaban (11) shoots over Duke Blue Devils forward Cameron Boozer (12) in the first half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
Silas Demary Jr. #2 of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
UConn Huskies forward Tarris Reed Jr. (5) and UConn Huskies forward Jayden Ross (23) celebrate after a play against the Duke Blue Devils in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Amber Searls, Imagn Images)
UConn Huskies guard Solo Ball (1) scores against Duke Blue Devils forward Cameron Boozer (12) and is fouled in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Amber Searls, Imagn Images)
UConn Huskies head coach Dan Hurley celebrates after a play against the Duke Blue Devils in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
Tarris Reed Jr. #5 of the UConn Huskies reacts during the first half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
Solo Ball #1 of the UConn Huskies dribbles against the Duke Blue Devils during the second half of a game in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
Silas Demary Jr. #2 of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
UConn Huskies head coach Dan Hurley reacts after a shot clock violation against the Duke Blue Devils in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Amber Searls, Imagn Images)
Tarris Reed Jr. #5 of the UConn Huskies looks on against the Duke Blue Devils during the first half of a game in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
Malachi Smith #0 of the UConn Huskies reacts during the first half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
Solo Ball #1 of the UConn Huskies drives to the rim during the first half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
Tarris Reed Jr. #5 of the UConn Huskies drives to the hoop against Patrick Ngongba #21 of the Duke Blue Devils during the second half of a game in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
Tarris Reed Jr. #5 of the UConn Huskies dunks against the Duke Blue Devils during the second half of a game in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
Tarris Reed Jr. #5 celebrates with Malachi Smith #0 of the UConn Huskies during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
Jayden Ross #23 of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC
(Patrick Smith, Getty Images)
Tarris Reed Jr. #5 of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
Silas Demary Jr. #2 of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
Alex Karaban #11 of the UConn Huskies reacts after shooting a three point basket against the Duke Blue Devils during the second half of a game in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
Alex Karaban #11 of the UConn Huskies shoots a three point basket against the Duke Blue Devils during the second half of a game in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
Braylon Mullins #24 of the UConn Huskies celebrates after shooting a three point basket during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
Braylon Mullins #24 celebrates with Malachi Smith #0 of the UConn Huskies after shooting the game-winning three point basket during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
1
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
UConn Huskies guard Braylon Mullins (24) hits a go-ahead three-point basket late in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
1
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
UConn Huskies guard Braylon Mullins (24) hits a go-ahead three-point basket late in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
2
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
UConn Huskies guard Braylon Mullins (24) hits a go-ahead three-point basket late in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
3
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Braylon Mullins #24 of the UConn Huskies celebrates after shooting the game-winning three point basket during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC
(Emilee Chinn, Getty Images)
4
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Braylon Mullins #24 celebrates with Malachi Smith #0 of the UConn Huskies after shooting the game-winning three point basket during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
5
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
UConn Huskies guard Malachi Smith (0) celebrates with UConn Huskies guard Braylon Mullins (24) after a game-winning three-point basket against the Duke Blue Devils in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
6
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
UConn Huskies guard Braylon Mullins (24) celebrates after making the game-winning three-point basket against the Duke Blue Devils in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
7
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
The UConn Huskies huddle up against the Duke Blue Devils prior to an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Amber Searls, Imagn Images)
8
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Head coach Dan Hurley of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
9
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Head coach Dan Hurley of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
10
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
UConn Huskies guard Braylon Mullins (24) passes the ball against Duke Blue Devils guard Isaiah Evans (3) in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Amber Searls, Imagn Images)
11
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
UConn Huskies forward Tarris Reed Jr. (5) goes to the basket against Duke Blue Devils center Patrick Ngongba (21)in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Amber Searls, Imagn Images)
12
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
UConn Huskies forward Alex Karaban (11) shoots over Duke Blue Devils forward Cameron Boozer (12) in the first half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
13
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Silas Demary Jr. #2 of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
14
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
UConn Huskies forward Tarris Reed Jr. (5) and UConn Huskies forward Jayden Ross (23) celebrate after a play against the Duke Blue Devils in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Amber Searls, Imagn Images)
15
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
UConn Huskies guard Solo Ball (1) scores against Duke Blue Devils forward Cameron Boozer (12) and is fouled in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Amber Searls, Imagn Images)
16
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
UConn Huskies head coach Dan Hurley celebrates after a play against the Duke Blue Devils in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Geoff Burke, Imagn Images)
17
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Tarris Reed Jr. #5 of the UConn Huskies reacts during the first half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
18
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Solo Ball #1 of the UConn Huskies dribbles against the Duke Blue Devils during the second half of a game in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
19
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Silas Demary Jr. #2 of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
20
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
UConn Huskies head coach Dan Hurley reacts after a shot clock violation against the Duke Blue Devils in the second half during an Elite Eight game of the East Regional of the men's 2026 NCAA Tournament at Capital One Arena.
(Amber Searls, Imagn Images)
21
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Tarris Reed Jr. #5 of the UConn Huskies looks on against the Duke Blue Devils during the first half of a game in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
22
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Malachi Smith #0 of the UConn Huskies reacts during the first half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
23
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Solo Ball #1 of the UConn Huskies drives to the rim during the first half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
24
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Tarris Reed Jr. #5 of the UConn Huskies drives to the hoop against Patrick Ngongba #21 of the Duke Blue Devils during the second half of a game in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
25
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Tarris Reed Jr. #5 of the UConn Huskies dunks against the Duke Blue Devils during the second half of a game in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
26
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Tarris Reed Jr. #5 celebrates with Malachi Smith #0 of the UConn Huskies during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
27
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Jayden Ross #23 of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC
(Patrick Smith, Getty Images)
28
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Tarris Reed Jr. #5 of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Emilee Chinn, Getty Images)
29
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Silas Demary Jr. #2 of the UConn Huskies reacts during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
30
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Alex Karaban #11 of the UConn Huskies reacts after shooting a three point basket against the Duke Blue Devils during the second half of a game in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
31
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Alex Karaban #11 of the UConn Huskies shoots a three point basket against the Duke Blue Devils during the second half of a game in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
32
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Braylon Mullins #24 of the UConn Huskies celebrates after shooting a three point basket during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
33
/33
Braylon Mullins’ late game-winner lifts UConn past Duke
Braylon Mullins #24 celebrates with Malachi Smith #0 of the UConn Huskies after shooting the game-winning three point basket during the second half of a game against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Men's Basketball Tournament at Capital One Arena on March 29, 2026 in Washington, DC.
(Patrick Smith, Getty Images)
Jordan's Furniture created the financial risk with the following promotion: customers could buy as much furniture and mattresses as they wanted from Jan. 20 to March 1, according to the company's website. Jordan's has pledged to reimburse those customers if the Huskies reached the Final Four and then advance to the championship game.
Advertisement
Advertisement
Advertisement
One of the promotional commercials features Tatelman and Huskies basketball star Sarah Strong .
Red Sox delivered for customers
Tatelman, who remains the face of the company, said Jordan's Furniture has eight stores, including two in Storrs, Connecticut, home of the Huskies. He said Jordan's held a similar promotion in 2007, when the company became the official furniture store of the Boston Red Sox.
"We said, 'Come into Jordan's and buy a sofa, a bed, a mattress, a dining room table,'" Tatelman said. "And if the Red Sox win the World Series, it'll all be free.'"
Advertisement
Advertisement
Advertisement
The Red Sox swept the Colorado Rockies in the World Series, and Tatelman said Jordan's returned $35 million to its customers without ending up in bankruptcy.
"I bought insurance for it," he said cheerfully.
Would Warren Buffet approve?
Tatelman, 79, said he's been in the business for 65 years and his grandfather started the store. It's now owned by Berkshire Hathaway, an American holding company founded by Warren Buffett.
When Jordan's was sold to Berkshire Hathaway in 1999, Jordan's put its annual revenue at about $250 million, according to Bloomberg News.
Although Tatelman did not provide annual sales figures – they're not public knowledge, he explained – he did provide details about the stores.
Advertisement
Advertisement
Advertisement
One features an indoor ropes course. Another has two Max 3D theaters. In yet another, Boston is duplicated by 25 million jelly beans. Boston. Beantown. Get it?
Coming soon: Big screen TVs for the Final Four games.
In essence, are customers wagering with furniture purchases?
"This is not gambling," Tatelman said. "You're buying furniture at a good deal and you're getting something for it.''
This article originally appeared on USA TODAY: UConn men's, women's basketball could cost furniture store millions
