In an interview with TEAM LICENSING BUSINESS, NFL Properties
President Sara Levinson stressed NFLP's continued desire to build
the youth market, and reveals their plan to integrate products
into the workplace. Levinson, formerly of MTV, joined NFLP in
'94, and has since seen record retail sales -- $3.15B in '95.
Tony Jones writes that Levinson has shown "decisive leadership"
at a time "when many foresaw a flattening in the industry's
growth curve."
FOR THE KIDS: Levinson, who says the days of "triple digit
growth" in the sports licensing industry "are behind us," calls
youth development "one of the most important initiatives for
NFLP." Levinson described the $5M print and TV "Play Football"
campaign -- the umbrella marketing theme for the NFL's "kids
communications" -- as promoting "a million ways children can
enjoy the game of football."
IN THE WORKPLACE: Levinson talked extensively on NFLP's new
"NFL Casual" line, which will allow fans to "express their love
for the game and look and feel good at the same time." Levinson
said the line will be aimed at fans who now view "licensed
products as clothes for their kids." The line will reflect a
"lifestyle statement," according to Levinson, as the nation's
workplaces accept more casual workwear. Levinson: "Take a look
at what happened with the major snowstorm in the Northeast. How
many thousands of people went to work in casual clothes? And
what were they talking about, aside from the commute? NFL
Playoffs. Now we will be able to marry the two."
TEAM RELATIONS: When asked "how critical it is for NFLP to
establish local marketing and merchandising" programs in light of
the Browns move and the challenge to NFLP by Jerry Jones,
Levinson noted only how NFLP reorganized its "club marketing
department" in '95 to "help streamline communication between NFLP
and the clubs."
OTHER THOUGHTS: Levinson said the addition of Nike and
Reebok as licensing partners will bring "new benefits to
consumers and fans," because the companies are "performance and
authentic driven." As for the "third jersey" used by the NHL and
NBA, Levinson said NFL teams will make "a few modifications" in
styles for '96, but they will be "evolutionary, not
revolutionary." Levinson adds NFLP is forecasting an increase of
sales for '96, with ProLine merchandise up 20% and additional
increases in NFL at Home and Back to School lines (TEAM LICENSING
BUSINESS, 2/96).
