SBD/6/Sponsorships Advertising Marketing

NFL PROPERTIES USES WINNING LOOK TO BUILD ON SUCCESS

     NFL Properties will once again score double-digit sales
increases this year and "widen its lead as the best marketing
sports league in the world," according to Richard Wilner in the
N.Y. POST.  NFLP expects to register more than $250M in revenue
this season, according to POST sources. A new marketing campaign
will kick off this month aimed at "America's baby boomers and
women."  The NFL's Lee Sport Genuine Casualwear program, aimed at
baby boomers, is the NFL's "first stab at fashion-forward
merchandise."  The collection features casual clothes with
"under-stated logo presentations."  An NFL Women's line will also
debut this season through both discounters and department stores.
Industry "veterans" expect the NFL to maintain their double-digit
growth this season, and one league source told the POST that the
NFL may change uniforms to include team logos on the jerseys.
These changes, retailers say, always increase sales (N.Y. POST,
9/6).
     GEE, LEE: Lee Sport will participate in two Chiefs-related
"pep-rally" events today in Kansas City as part of the Genuine
Casualwear introduction (Lee Sport).  The casual NFL line is also
available in seven other markets -- Chicago, San Francisco, St.
Louis, Dallas, Pittsburgh, Baltimore and Denver.  Similar events
will take place in each market as the NFL season progresses (THE
DAILY).
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Related Topics:

Kansas City Chiefs, NFL

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