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SBD/Issue 202/Sports Industrialists
NFL Integrating Marketing And Licensing Departments
Published July 18, 2006
|NFL’s Baird Adds Licensing
Business To Job Responsibilities
AUDIBLES: The aim of the re-org is consolidating league marketing functions. Accordingly, the new structure sees NFL consumer products marketing and league marketing functions amalgamated for the first time. The new NFL marketing department will be responsible for market research, product development, creative services, marketing programs and channel development. While it is not unusual for sports properties’ licensing and marketing departments to report to the same executive — normally a properties president — combining marketing and licensing is a novel approach.
ROGER THAT? Some in the industry see the re-org as a certain sign that Goodell is getting the vacant commissioner’s job. “There’s no way these moves are made otherwise,” said a senior marketer at one the NFL’s largest licensees. “Roger’s deal is done and this is the first step of the new administration.” However, NFL Dir of Corporate Communications BRIAN MCCARTHY cautioned, “There’s not necessarily any reason to tie these moves to the commissioner’s job search.”