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FOX SPORTS LOOKS TO BRAND OUT INTO APPAREL AND NEW MAGAZINES
Published April 29, 1997
Fox Sports "soon will approach major retailers" about establishing branded areas in stores to sell sports merchandise and apparel, according to Chuck Ross of AD AGE. Fox is also "considering" a quarterly magazine covering the sports for which it holds broadcast rights. According to a Fox source, both ideas are part of an "overall strategy" to "cement in the consumer's mind Fox Sports as an independent entity," and added, "It wouldn't be an exaggeration to say we want to compete with merchandise and apparel from the likes of Nike." Fox Sports will pitch the store-within-a- store concept to retailers such as JCPenney. Fox's plan is for merchandise to center on the Fox Sports logo, but also carry marks of leagues and teams covered by Fox. The network hopes to announce store partnerships by the NFL season opener (AD AGE, 4/28 issue).