Sports Illustrated and the NFL have signed a "wide-ranging"
agreement designed to "accelerate the league's underdeveloped
direct-marketing programs," while also giving SI access to the
NFL's fan base and its "wealth of top corporate sponsors,"
according to Terry Lefton of BRANDWEEK. Under the multi-year
deal, SI and the NFL will work together on sponsorship sales and
a league-wide fan database. The deal also gives SI "official NFL
catalog" status. While the catalog will be the first "tangible"
offering, both parties are enthusiastic about other possibilities
from two of the top sports brands. SI will begin a monthly
mailing of NFL catalogs in August to a list based on its own
subscriber base and the NFL's database. Separate mailings,
including targeting NFL Sunday Ticket subscribers, are also
expected. Official catalog designation gives SI exclusive access
to Nike's new NFL Pro Line apparel, expected to be in short
supply at many retailers. NFL Properties Marketing VP Howard
Handler anticipates growing catalog revenue by 50% over the next
year. Athletic Supply, Dallas, had been the NFL's official
catalog vendor for the past several years, but league officials
were "unhappy" with the marketing support. SI General Manager
Alvaro Saralegui also noted that SI ad pages could be packaged
for NFL corporate sponsorships (BRANDWEEK, 6/10 issue).
