The NFL and USA Networks signed a three-year e-commerce
and marketing partnership making USA's Home Shopping Network
(HSN) the exclusive TV shopping net for the NFL, featuring
live remote programming from NFL venues, integrated media
support and local event promotional tie-ins around NFL
preseason, regular season and playoff games. HSN will
broadcast a live one-hour show called "NFL Shop" preceding
each "MNF" game at 8:00pm ET. The live programming will
originate from tailgate parties, and shows will feature
exclusive, officially licensed merchandise and NFL player
guest appearances (NFL). DAILY VARIETY's Paula Bernstein
noted that USA announced a similar partnership with the NBA
in February (DAILY VARIETY, 4/17). The HOLLYWOOD REPORTER's
Michele Greppi wrote that USA's partnership with the NFL
"does not affect" the league's deal with Venator Group, as
NFLP Senior VP/Marketing Howard Handler called Venator Group
the "exclusive e-partner" in the NFL Shop on nfl.com. But
Greppi wrote that the "expectation is that more people will
find their way" to the NFL Shop as the result of Home
Shopping Network. Greppi added that "at least one more
sports-commerce deal is said to be in the pipeline" for USA
(HOLLYWOOD REPORTER, 4/17). Handler, on USA's HSN: "These
guys really understand what Monday Night Football means to a
market. They're really going to take that Monday show to a
completely different level" (Andy Bernstein, SPORTSBUSINESS
JOURNAL, 4/17 issue). In St. Petersburg, Mark Albright
writes that the HSN deal ends the NFL's seven-year
partnership with QVC. QVC "can still sell NFL merchandise,"
but it will "have to buy goods through the same channels as
other retailers and be as nimble as HSN has been over the
past several years in televising staged remotes near game
sites rather than at them." QVC execs had no comment.
Albright: "Instead of broadcasting remotes from the parking
lots at events like the Super Bowl, HSN cameras now will be
inside the stadium." HSN President & CEO Mark Bozek
"estimated" that HSN "expects to increase its sales of NFL
merchandise tenfold" to $20M this year. Albright adds that
USA Networks is "trying to nail down similar exclusive
arrangements" with NASCAR and MLB (ST. PETE TIMES, 4/18).
