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SBD/Issue 234/Sponsorships, Advertising & Marketing
Wrangler Poised To Benefit From Favre's Return To Playing Field
Published August 24, 2009
|Wrangler Believes Favre Will Help
Generate Attention For Brand
CALL TO ATTENTION: In St. Paul, Sean Jensen reported the Favre signing has "meant a flurry of activity and a slew of possibilities on how to market the perfect drawing card for [the Vikings] at this time." MainGate Inc., the Vikings' exclusive retail and merchandising company, after the signing "immediately contacted partners to start producing everything from earrings to pennants to Brett Favre mini-footballs." MainGate President & CEO Dave Moroknek said that Favre jerseys are "going to be shipped to all 50 states" and DC. Meanwhile, execs at Reebok, the NFL's exclusive apparel maker, "immediately advised their two plants to prepare cranking out" Favre jerseys (ST. PAUL PIONEER PRESS, 8/22). But Jensen today notes Reebok "didn't mass-produce in advance a No. 4 Vikings jersey bearing Favre's name." MainGate received "advance approval for many graphics in anticipation of Favre possibly joining the Vikings and assigned a stock-keeping-unit for various items before" he signed last Tuesday (ST. PAUL PIONEER PRESS, 8/24).