The NFL has successfully extended its popular brand into a way of life with TV, sports radio and satellite radio coverage, a super-interactive Web site, its own cable network and plenty of licensed merchandising….
In the 1970s, fans could watch Sunday afternoon pro football games on the CBS and NBC networks, and Monday night football debuted on ABC in 1970.
With the push of far-sighted past commissioners Pete Rozelle and Paul Tagliabue, the NFL’s broadcasting agreements with ESPN, Fox, CBS and NBC–as well as its own cable network–offer fans dozens of games every weekend afternoon, and Sunday, Monday and Thursday nights during the regular season. Now, the NFL is everywhere. Newly installed NFL commissioner Roger Goodell will no doubt, carry on the legacy of his predecessors and continue to expand the reach of the NFL around the globe.
The league’s well-designed Web site is packed with information, game schedules and player/team information for fans, a newsletter and extensive merchandising of sports apparel, equipment and video games. The NFL site also wisely offers an NFLatino link with much the same information as the main site for Spanish-speaking fans.
Sports talk radio stations around the country, and especially in major sports markets, are already discussing their 2007 Super Bowl picks and predicting the winners. Even while preparing for baseball’s playoffs, pennant races and the World Series, there’s still plenty of air time dedicated to football. After all, the preseason games get TV coverage and create lots of hype.
Let’s face it: pro sports rule and their power have translated into lifestyle brands in the United States. The NFL has arguably branded itself the most effectively since it is the #1 pro sports choice in the country and generating the most TV revenue dollars and the largest audiences of any team sport.
One of the most successful licensing partnerships — the NFL, EA Sports and John Madden — has borne fruit for years. The Madden NFL 07 game–featuring some of the most realistic graphics and action ever–is a hot item. EA Sports’ Madden NFL ‘07 game turned in its best performance ever, with over 2 million units sold in its first week–a record for the 17-year history of this popular video game. Gross sales hit the $100 million dollar mark in its first week of sales, as well. “Madden” is the largest U.S. sports video game franchise in North America.
An ever-more realistic football experience is something fans can never get enough of. The product branding and packaging leverages the core assets of the NFL and gives fans what they have come to expect from pro football: plenty of excitement, action and the representation of their favorite teams and players.
NFL videos become cherished mementos for fans. Especially Super Bowl videos. And fans can’t seem to get enough of team t-shirts, sweatshirts, caps and jackets depicting their favorite teams’ logos or jerseys with the names and numbers of their favorite players.
As we kick off of the regular 2006-2007 season, with its unpredictable highs and lows, has the NFL turned into a “lifestyle brand” for many of us? Can there be such a thing as too much of a good thing? Are you ready for some football?
There was an article on ESPN on Monday about the ad revenue the NFL enjoys. On my blog, I did some math, and estimated that the average NFL fan has to spend between $160 and $320 on advertised products in order to generate a sufficient ROI on the $3.7 billion dollars paid to the NFL.
The NFL is, beyond a doubt, a lifestyle brand, and a marketing machine. Go Pack!
My wife is in tears, and they will continue to flow gently down her cheek until the NCAA basketball champion is crowned. She then gets my total attention–until the first ball is thrown out on opening day. Go Gators!
Hi Ted & Kevin,
I agree that the NFL is a lifestyle brand. I also read somewhere that just over 40% of the league’s audience are women. Go Pats! Get your wide receiver problem solved and bring that Vince Lombardi trophy back to New England! Oh, and Lewis, on issue of NCAA basketball champions: go UCONN Huskies mens’ and women’s teams! We love ‘em both!
As a marketer myself, working in high-tech the next branding/marketing/advertising tactic would be to give fans the ability to vote on their cell phones for the player on the game by entering thier name and texting to the team brand, i.e, manning texted to the common short code colts. It is similar to the reality shows where you vote for your favorite rocker or idol or big brother. Why not? They could even download clips from the game to their phones for replay. Sports fans are rabid consumers with disposable incomes. Brands like the NFL, NBA, NHL and other video and apparel content providers are always looking for additional revenue streams and a way to promote the brand and build loyalty.
Hi Dan,
Great idea. Thanks to everybody who weighed in on this. I appreciate your input. As a proud Philadelphian, I’ve only got one more thing to add: Go Eagles!
NFL is quite the brand. Now with its own network you can watch the games of the week and more. There is lots to love with the NFL!
Hey!! Great post.. I love sports…