NFL Unveils New Thematic, Super Bowl Logo To Licensees

By Terry Lefton, Editor-at-Large

“Who wants it more?” will be the NFL’s thematic for the upcoming season. It’s the third year in a row the league has had a comprehensive marketing tagline. Two years ago it was “A Road To XL” and last season it was “One Game, One Dream.” The tagline will be used in NFL marketing and licensing from now through Super Bowl XLII in Arizona. It was presented this morning to a gathering of 250 licensees and retailers at an NFL licensing meeting at Lincoln Financial Field in Philadelphia. “We wanted something that would really last across the whole preseason through the Super Bowl,” said NFL Dir of Brand Marketing Jaime Weston. “This also ties in well with the competitive nature of NFL fans, players and teams.” The new mark for Super Bowl XLII was also unveiled. The logo’s rusty red and turquoise colors are meant to evoke the state of Arizona, and it also includes an outline of the state.