SBJ/November 5 - 11, 2001/Marketingsponsorship

Green and growing: Jets add several new logos

The New York Jets are introducing several secondary logos and marks that will be used on some of their retail merchandise next season as part of an effort to expand the team's brand and cultivate its fan base.

Examples include a graphic representation (J!E!T!S!) of the famous "J ... E ... T ... S" in-stadium chant; the current Jets logo with a "sunburst" around it; the current Jets logo with a pair of eyes over the football to create a football character; and a bold "NY" that's inside an oval.

Bob Parente, vice president of business operations for the Jets, emphasized that the team's primary logo would not be altered and there would be no change in the Jets' uniforms.

"The idea is to attract new buyers and new fans to the team and to brand us a little differently," Parente said. "It's not only a revenue enhancer, it's an image enhancer and a brand enhancer."

Parente would not disclose revenue goals.

Eventually, the team might introduce some complementary, or what Parente terms "accent," colors to some of its merchandise — such as lighter shades of green. But, he said, "We're still a green-and-white team."

Kids, teens and women will be among the potential targets of the new merchandise.

Some of the new logos will be apparent Sunday at Giants Stadium, when the Jets host the Kansas City Chiefs. Featured on the stadium walls will be the new J!E!T!S! design, the "NY" oval and the "sunburst" logo.

Next month, the Jets will team with the Pepsi Bottling Group of New Jersey for a holiday promotion featuring some of the new logos on cans of Mountain Dew. The cans will be available in New Jersey.

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