Right Here, Right "Now": NFL Announces '08 Marketing Platform
The NFL last week during their annual summit of "hard lines,'' or nonapparel, licensees, announced "Believe In Now" will be the theme of the league's '08 marketing platform, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. About 300 licensees, team officials and retailers attended the conference at Dolphin Stadium. NFL Dir of Brand Management and Integration Marketing & Sales Jaime Weston said that last season's "Who Wants It More?" tagline "worked so well that there was some sentiment to keeping it." Weston: "We decided to go with something new that focused on the emotion and passion of the NFL while dialing up the sense of urgency. We want fans to feel like they can't miss a moment, because there might be a 'now' moment at any time during the season." NFL Senior VP/Sales & Marketing Mark Waller identified "youth, Hispanic, health/fitness, and globalization as the top areas of focus for the NFL." Waller: "I find it incredibly worrying that when you step out on a Saturday morning where I live at least half the kids are playing soccer. To stay No. 1 we have to own kids and be their most popular sport." Noting the NFL is "massively underrepresented in the Hispanic market," Waller added that the "most immediate cause for concern is the flow of sponsorship dollars." Waller: "Look at the global sports sponsors ... and most of them have significant soccer investments already, whether it's Gillette, McDonald's or Budweiser. Our job is to make sure we keep those sponsors active in our sport" (SPORTSBUSINESS JOURNAL, 3/10 issue).
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