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SBD/25/Sponsorships Advertising Marketing
NFLP LOOKS TO FIND WHAT DRIVES THAT RABID FAN
Published April 25, 1995
NFLP VP/Marketing Howard Handler is the focus of Terry Lefton's column in BRANDWEEK. Handler is overseeing a series of research projects, conducted by Morgan Horan, ESPN/Chilton and Ross Cooper & Lund, to find out why NFL fans love the game. Handler: "We want to create a marketing blueprint that should really become our mantra." Handler hopes to create a marketing plan that will cut across licensing, sponsorship and events, with any eye toward segmenting different ethnic, gender and age groups and "delve into database marketing with some of the country's largest direct marketers." Handler also plans to bring one or two full-time market researchers in-house. Noting that Handler comes from MTV, as did NFLP President Sara Levinson, Lefton concludes: "The most severe test of the new Levinson-Handler axis ... will be to see if they treat the game with the same kind of reverence, while adding a requisite dose of fresh marketing insight" (BRANDWEEK, 4/24 issue).