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SBD/February 2, 2011/Marketing and Sponsorship
Super Bowl "If Win" Orders Higher For Packers Than Steelers Among NFL Licensees
Published February 2, 2011
RECORD SALES EXPECTED: Like many NFL licensees, VF is anticipating a record cash register ring during the NFL Playoffs. That follows a season in which the NFL established many TV viewing records and appears on its way to establishing a new high in Super Bowl viewers. "This is already probably our best NFL postseason from a sales perspective," said Jim Pisani, president of VF's Licensed Sports Group, which includes the Majestic Athletic Brand. "Based on our orders, the Packers look to be the stronger team for sales, but Steelers fans are everywhere, and them possibly being the first seven-time Super Bowl champs is something with sustainability that we could chase pretty hard." NFL VP/Consumer Products Leo Kane said that sales of this year's generic Super Bowl licensed products togs, which include the Lombardi Trophy in the logo for the first time, would rival or surpass the previous high, set at Super Bowl XL in Detroit. Sales will be propelled by the fact that the 30,000-square-foot NFL Shop at the NFL Experience fan fest will be open four days during each of the two weekends prior to the Super Bowl. "Our forecast prior to the season was high single-digit growth, but I think we'll exceed that, based on the nice exclamation point we're getting from the playoffs and Super Bowl," Kane said.