Football Marketers Stretching Influence to Year-Round

Rob Stecklow, NFL director of advertising, has a vision for football’s licensed products sales and it extends to ‘year-​round marketing programs.’  According to a recent article in Sports Business Journal, Stecklow is looking to a  new “Back to Football’ marketing program and the women’s market to achieve his goals. This marks a change from the marketing that has traditionally been done from September through January.

Licensed product manufacturers have long been accustomed to setting up deals with football franchises during the annual NFL Kickoff program. This year, the Back to Football marketing program will coincide with the start of the training camp period in July and will run until the regular season starts in September.

To fuel interest in this new program, football franchises have reached agreements with marketers who will sell a wide range of newly licensed products.  Sales of licensed apparel should climb during the back-​to-​school period which occurs during the pre-​season time.  According to the report, only 15% of licensed apparel sales are  currently linked to women’s products so new products will be introduced to grow that market segment.  Other newly licensed products that target women include Lonaberger baskets and scented candles. For the broader market, Original Mini’s chef coats that contain embroidered logos may be sold as tailgating accessories.

As pro football executives seek to increase their brand across the calendar, look for more marketers to advertise licensed products to core and non-​core fans.
[Source: Lefton, Terry. "NFL licensing targets: ‘Back to Football’ and women’s market." Sports Business Journal. 8 Mar. 2010. Web. 18 Mar. 2010] 

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.