FOX SPORTS LOOKS TO BRAND OUT INTO APPAREL AND NEW MAGAZINES
Fox Sports "soon will approach major retailers" about
establishing branded areas in stores to sell sports
merchandise and apparel, according to Chuck Ross of AD AGE.
Fox is also "considering" a quarterly magazine covering the
sports for which it holds broadcast rights. According to a
Fox source, both ideas are part of an "overall strategy" to
"cement in the consumer's mind Fox Sports as an independent
entity," and added, "It wouldn't be an exaggeration to say
we want to compete with merchandise and apparel from the
likes of Nike." Fox Sports will pitch the store-within-a-
store concept to retailers such as JCPenney. Fox's plan is
for merchandise to center on the Fox Sports logo, but also
carry marks of leagues and teams covered by Fox. The
network hopes to announce store partnerships by the NFL
season opener (AD AGE, 4/28 issue).