In pursuit of the "essence of licensing," BRANDWEEK sent
four reporters into the field in June to witness "powerhouses,"
including the NFL, "tweaking their businesses." Terry Lefton
writes that through recent profit squeezes, NFL licensing has
remained in a "growth mode," relying on America's "insatiable
appetite" for pro football on TV, its legacy of "leveraging its
well-exposed sidelines with licensed product," and having the
only season that "encompasses both the back-to-school and holiday
shopping seasons." The NFL, called the "biggest licensor this
side of Disney," is now working to support its $3B retail
business by forging closer ties to retailers while building new
opportunities through line extensions. NFL VP Worldwide Retail
Licensing Jim Connelly notes JCPenney is the NFL's top retailer
with 22 of 30 teams having local deals with Penney. Connelly and
NFL Retail Licensing GM Gene Goldberg say the toy market is one
the NFL "should be able to carve a piece out of." Another area
worth exploring, according to Connelly, is collectibles
(BRANDWEEK, 6/24 issue).
OTHER PROFILES: BRANDWEEK also has licensing reports on
Warner Bros., noting "Space Jam" and WB Sport; and Fox, noting
Fox Sports (BRANDWEEK, 6/24 issue).
