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SBJ/August 22-28, 2011/Marketing and Sponsorship
A New Era for NFL caps
Company's licensed hat collection to debut
Published August 22, 2011, Page 4
The longtime MLB on-field rights holder signed a five-year NFL deal last Octoberk. It will start selling caps at retail next April.
New Era President Pete Augustine said the company is developing an NFL marketing plan, with the help of agency Brooklyn Brothers, that will include NFL players and ads within NFL games. Augustine said that by the time 2011 is over, New Era will have added 180 employees to handle its NFL relationship.
“The NFL is a huge opportunity for us and we are ramping up accordingly,” he said.
Next month, before its U.S. rights kick in, New Era will begin selling NFL caps in Europe, in an eight-country retail program tied to the Oct. 23 Chicago-Tampa Bay game at London’s Wembley Stadium.
A line of accessory products is also in development, but products like backpacks, bags, watches, sunglasses and belts won’t be available until spring 2013, at the earliest.