SBD/Issue 91/Sports Media

The Children Are Our Future: Eagles Launch Kids’ TV Show

Eagles Launching Animated
Series For Kids

The Eagles are launching a kids’ TV show next season, “becoming only the third NFL franchise with this type of programming, and the second with an animated version,” according to Daniel Kaplan of SPORTSBUSINESS JOURNAL. Eagles Senior VP/Marketing Mark Donovan: “We obviously want to create fans, and fans at a young age. One of the things we have focused on is our youth initiatives. There are three prongs: The kids’ club, which we relaunched; the kids’ Web site; and ... the kids’ show.” But one senior team marketing director said, “I don’t know how you make money on [a kids’ show]. It doesn’t hit the right demos in terms of advertisers.” Kaplan reports that the Jets after two seasons have lost “mid-six figures annually” on “Generation Jets,” their animated series. Steelers Dir of Marketing Tony Quatrini said that his team’s three-year old show, sponsored by McDonald’s, “ekes out a small profit.” But Quatrini “admits that if not for the branding and marketing appeal, the show would not pass a financial-return test.” Donovan: “We see this as a marketing investment that will start out with a negative financial return, but we believe over time it will show a financial profit, as well as a branding profit.” Donovan noted the Eagles show has a sponsor, but declined to identify the company. Kaplan writes the Eagles “have a carriage deal with [WPSG-UPN] in Philadelphia, but the team is still hoping to hash out a better deal with another network” (SBJ, 1/31 issue).

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