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More than four decades ago, Eliot Tatelman worked with his father in a New England furniture store. He probably never expected that, years later, a bold bet tied to the 2007 World Series led by the Boston Red Sox would land him in a floating championship alongside the franchise’s biggest stars.
As the parade wound its way through the streets of Boston, some attendees held signs that read “Thank you 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 the UConn 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 on March 29, 2026 in Washington, DC (Emilee Chinn/Getty Images)
The retailer promised refunds totaling about $50 million if both Huskies teams reach (and then lose) their respective national title games. Eligible furniture must have been purchased at Jordan’s Furniture between Jan. 20 and March 1, according to the company’s website.
2026 NCAA WOMEN’S BASKETBALL TOURNAMENT PICKS REVEALED
Tatelman served as CEO of the furniture retailer, but his children continue to oversee the day-to-day operations of the family business.
The UConn women’s team faces South Carolina on Friday at 7 p.m. ET in Phoenix, while the men’s team faces Illinois on Saturday in Indianapolis.
The UConn Huskies receive the Fort Worth Regional Trophy after their victory against the Notre Dame Fighting Irish at Dickies Arena on March 29, 2026, in Fort Worth, Texas. (Chris Jones/Image 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 on March 29, 2026 in Washington, DC. (Patrick Smith/Getty Images)
Tatelman reflected on the Red Sox promotion and recalled the bold bid 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 an estimated $35 million. Tatelman said he “bought insurance.”
