The NFL last week extended its deal with Fanatics and "set up parameters to make sure that the league can better cash in on what they are calling 'Micro Moments,'" according to Darren Rovell of ESPN.com. Fanatics will "work ahead of time" to develop more products tied to records they know are coming up, and they will "set up a system for quick approval of designs minutes after a bankable moment." Fanatics CEO Doug Mack said that the company "will bulk up its team so that ideas can be generated, designs can be pulled off, those designs can be marketed and the product can be sold and sent." Mack noted that his company can "produce one shirt at a time as they're sold" thanks to a new digital printing center in Jacksonville. Rovell noted this means there is virtually no "financial risk for selling a huge variety of products." Mack said that if there is a phrase that the company comes up with "in the spur of the moment that has a life, Fanatics might seek to trademark it, thought it could get tricky if it's based on words an athlete says" (ESPN.com, 3/28).
