New Balance Signs Multiyear Deal With Lindor Redskins Still Silent On Cooley's Comments Crew Signs Jersey-Sponsor Deal With Acura Monster Won't Change NASCAR Model Outfits NHL Signs PPG For New Leaguewide Category Former NFLPA Exec Dir Ed Garvey Passes Away Four Brands Sign Up As WBC Global Sponsors NFL Optimistic On Expanded Mexico Presence Marketplace Roundup Ravens Offering $200,000 Sponsorship Package
SBD/September 17, 2013/Marketing and Sponsorship
Merchandise Sales For MainGate's NFL Clients Up Compared To Rest Of League
Published September 17, 2013
PEACE, LOVE, & FOOTBALL: In Dallas, Candace Carlisle reports the Cowboys have partnered with Miami-based luxury lifestyle brand Peace Love World "to create a collection of female-friendly apparel for the hard-core Cowboys fan." An 1,800-square-foot pop-up store, "known as Peace Love World Style Lounge, opened at AT&T Stadium." Cowboys Exec VP/Brand Management Charlotte Jones Anderson, when asked if the female fan is a growing business segment for the team, said, "Forty-four percent of our fans are women, and we wanted to create a design for them, especially with the success of the newly opened Victoria Secret Pink store last year. ... It used to be ‘shrink it and pink it,’ but now there’s a lot more effort and design being put into the market." She added of the investment the team is putting into the Peace Love World collection, "The actual pop-up store is temporary space that we hope to make permanent. ... It remains to be seen what our investment will be in the partnership. For right now, the 1,800-square-foot space right above our pro shop is the investment. It’s a chance we’re taking with this space within the stadium." Anderson: "We really want to hone in and further develop the women’s space. It’s a key focus for us, and we’re looking for unique partnerships with recognizable brands outside of the Cowboys franchise" (DALLAS BUSINESS JOURNAL, 9/13 issue).