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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).