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BIZ WEEK PROFILES NFL PROPERTIES' TOP CYBER-SALESPERSON
Published October 31, 1994
Under the subheader "Sara Levinson's job: Turn Teens and Toddlers Into Gridiron Fans," the new president of NFL Properties is profiled in the latest issue of BUSINESS WEEK. NFL Properties is "key" to the NFL's goal to gain a "new generation of channel surfers," while retaining its core audience. Levinson believes cutting edge technology is important to attract young fans: "The twentysomethings are so technologically facile. If you can get them in early, then the commitment stays." Levinson expects on- line activity on Prodigy to become a "real-time bulletin board for Monday morning quarterbacks," and to use the service as a "market research gold mine" for tests such as fans' taste in merchandise. Levinson says fans "want to get their hands on this game in other ways besides wearing the team jersey and watching the game on TV." Levinson noted that her goal is not to make the NFL "hipper, younger" but to "bring the hard-core fan closer to the game." To help do so, Levinson is planning the "most comprehensive survey ever" of sports fans. Coca-Cola Senior VP for Media Charles Fruit, a "longtime Levinson watcher," says that she "knows the care and feeding of a global brand. (The NFL) has to be one big brand with 30 flavors" (Ruth Coxeter, BUSINESS WEEK, 11/7).