SBD/August 9, 2013/Marketing and Sponsorship

NFL Teams With Marie Claire For Magazine Ad Campaign Targeted At Female Fans

NFL ads led to more football content in the magazine
The September issue of Marie Claire magazine will include a 16-page insert called "The Savvy Girl's Guide to Football" with "six ad pages for the NFL's women's apparel line," according to Michael Sebastian of AD AGE. The league has another ad page "in the main issue itself." The guide is a "continuation of the NFL's four-year-old effort to increase its appeal to women and sell them licensed NFL apparel." The league is "working with six other women's magazines, including Vogue and Cosmopolitan, but the Marie Claire effort is the centerpiece of the NFL's print campaign this year." Neither the NFL nor Marie Claire disclosed the amount of the spend. More ads will "appear in Marie Claire's October issue." The NFL last advertised in the magazine in '10. The Marie Claire editorial team "produced the content, which includes tips on hosting a Super Bowl party and a guide to 'quarterback bromances,' on its own." However, Marie Claire VP, Publisher & Chief Revenue Officer Nancy Berger Cardone said that the magazine "wouldn't likely have dedicated so many pages to football without a sponsor." Sebastian noted Berger Cardone last November told members of the NFL league office that Marie Claire wanted to be "the female voice of the NFL." The league had already "planned to ramp up the advertising around its women's apparel." As part of the campaign, the magazine will "distribute 15,000 additional copies of the insert in the NFL's 'style lounge' retail areas at stadiums" (, 8/8).
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