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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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.

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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.

“We have insurance,” Tatelman told USA Today Sports. “We want them to win.”

There are two Jordan’s Furniture locations in Storrs, Connecticut.

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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