Some fans will spend hundreds to thousands of dollars on college football activities this season, from hosting game-day parties to attending the big games. According to a SunTrust survey conducted by Harris Poll, 72% of self-proclaimed college football fans are willing to give up something to save for tickets, lodging, tailgating, team merchandise and other activities.
As Super Bowl Sunday fast approaches, more people than ever will celebrate the big game. According to a new survey by the Retail Advertising and Marketing Association, the average consumer is expected to spend $59.33 on game-related merchandise, apparel and snacks, up from $52.63 in 2010. Total Super Bowl spending is expected to reach $10.1 billion. Grocery, apparel, electronic, sporting goods and home furnishing stores can expect to see their share of Super Bowl related spending as sports fans head out to buy food and beverages (69.5%), team apparel or accessories (7.3%), decorations (6.0%), and furniture or a new entertainment center (2.0%). Further good news for retailers is that of those who plan on watching the game, at least 4.5 million (4.5%) will take advantage of retailers’ promotions and buy a new television, compared to the 3.6 million who said they would in 2010.
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.