SBD/January 25, 2013/Marketing and Sponsorship

Brothers In Arms: NFL Allows Licensees To Use "Super Bro" Phrase Around Harbaughs

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With the hype surrounding brothers Jim and John Harbaugh coaching against each other in Super Bowl XLVII reaching levels of hype only the Super Bowl can fuel, the NFL has given its licensees the go-ahead to proceed with Super Bowl products bearing the slogan “Super Bro.” Another slogan under consideration was “Har Bowl," but NFL Senior VP/Consumer Products Leo Kane said “Super Bro" is "more directed toward the game, so that’s what we chose, so the emphasis is on the game where it belongs." He added, “We hope to have product out there shortly." Kane said that he is in conversations with apparel and hard-goods licensees across all channels of retail distribution. Given the short window for sales, there is no specific “Super Bro” graphic. The NFL has told licensees they can use a stock photo or team logos on their products. “We don’t think anyone who sees 'Super Bro' on products won’t understand it," Kane said.
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