Forty million women will watch NFL games this weekend
as the league launches its 78th season, according to Bill
Meyers in a USA TODAY "Cover Story" under the header
"Football's Female Fans: NFL Sees Women As Key To Its
Future." The TV audience and the estimated 400,000 women
who will attend games this weekend have "helped pro football
become the new national pastime." NFL Properties President
Sara Levinson: "Women are of critical importance to us.
They control the TV dial on Sunday afternoons and decide
what sport their kids will get involved in. We have to make
these gate-keepers comfortable." Levinson said the NFL is
unveiling a series of seminars in ten cities this fall
called "NFL 101 for Women" which educates women on the game,
and allows them to meet players and officials. As women
also purchase 70% of the $3B in NFL licensed merchandise
sold each year -- either for themselves or for others -- the
league has signed deals with 10 companies to produce NFL
merchandise for women. NC-based Moretz Inc., a women's
sportswear manufacturer, expects to sell 500,000 NFL
garments for women to department stores (USA TODAY, 8/28).
