Jordan's Furniture Bets $50M on UConn Final Four Dream

Jordan's Furniture is banking on both UConn basketball teams to win it all, and customers could walk away with millions in free furniture if they don't.

The Massachusetts retailer promised to refund up to $50 million in purchases if both the UConn men's and women's basketball teams reach their respective national championship games and then lose. Customers who bought furniture between January 20 and March 1 are eligible for the promotion.

Both teams are one step away from making the promotion a reality. The UConn women face South Carolina Friday night in Phoenix, while the men's team takes on Illinois Saturday in Indianapolis.

Eliot Tatelman, who formerly served as CEO of the family-run business, isn't worried about the massive potential payout. He told USA Today Sports that the company purchased insurance to cover the promotion, just like they did for a similar bet nearly two decades ago.

The Bright Side

This isn't Jordan's first rodeo with high-stakes sports promotions. In 2007, the furniture store offered the same deal tied to the Boston Red Sox's World Series run.

When the Red Sox swept the Colorado Rockies that year, Jordan's wrote checks totaling roughly $35 million to customers. Tatelman even earned a spot on the championship parade float, where fans held signs thanking him for their free furniture.

The promotion has created excitement across New England, where both Jordan's Furniture and UConn basketball have passionate followings. The retailer operates two locations in Storrs, Connecticut, home of the Huskies.

Whether customers end up with free furniture or not, the promotion has already generated buzz and brought communities together around college basketball. And despite the financial risk, Tatelman made his position clear: "We want them to win."

For thousands of furniture shoppers across New England, this weekend's Final Four games just got a lot more interesting.