In deciding to "centralize its Internet rights into a
portal play," the NFL is "betting that the network concept,
in which fans entering a team site could click over to the
league site and vice versa, would boost traffic and lift
revenues earned by advertising and e-commerce," according to
Bernhard Warner of the INDUSTRY STANDARD. But a "twist" in
the plan has clubs still pocketing "any money they might
make from ads they [sell] to local advertisers." Teams will
also get a "cut of all e-commerce sales generated through
the league's pro shop or its yet-to-be-unveiled memorabilia
auction." NFL Senior VP/New Media Chris Russo: "In terms of
the economics, we want to give clubs the opportunity to sell
local advertising, sponsorships and do e-commerce." But
Russo adds that the league "will take the reins when it
comes to selling sponsorship and ad packages to companies
that would prefer to advertise on NFL.com or across the
entire network of team sites" (INDUSTRY STANDARD, 3/29). In
Toronto, Michael Grange reports that the consolidation calls
for NFL teams to "still be allowed to develop their own Web
sites, but they will be developed in close partnership with
the league and will have to meet standard content and design
requirements" (Toronto GLOBE & MAIL, 3/31).
