Home Shopping Network has re-upped for three more years as the NFL’s official direct TV retailer, a position it has held since 1999. The new deal extends the exclusive for customized NFL replica jerseys to HSN. Previously it was reserved for nfl.com and the NFL Shop catalog.
“What every direct marketer is noticing is that consumers often use the Web site, catalog and TV together when they research purchases and even when they ultimately buy goods,” said Bob O’Keefe, the NFL’s senior director of publishing and direct marketing. “So we thought it was important to have some continuity there.”
HSN will continue to run its weekly show, “NFL Shop,” and the occasional shopping show around NFL special events. O’Keefe said HSN should sell about $15 million in NFL licensed merchandise this season.
Elsewhere in the world of NFL direct marketing, the league has at long last used its growing database of NFL fans to launch a direct-mail program, something that has been discussed in the league’s Park Avenue office for at least the last 15 years.
An initial mailing to a million fans dropped in August; another version of the mailing was inserted into 1.5 million NFL Shop licensed merchandise catalogs. The mailing, which the league is calling the “NFL Partner Playbook,” includes inserts from such NFL commercial affiliates as MBNA, DirecTV, Sirius and a number of licensees.
Another mailing and catalog insert are planned in November for holiday shoppers. If all goes well, there may be three or four such “Playbooks” next year.
It’s all about adding value at a time of rising prices for sponsorship of the NFL, one of the few sports properties that can cut through the clutter and pull big TV ratings.
“Sponsors are asking for more, so we’re charged with adding value by expanding our overall marketing asset portfolio,” said Perry Cooper, director of database marketing.
BEACHIN’: With so much beach imagery being used by consumer marketers (see Corona’s ads for our favorite example), it will be interesting to see whether the massive exposure beach volleyball got during the recent Summer Olympics will be reflected in more fan interest in the AVP.
“Plenty of people saw the game for the first time because of the Olympics and NBC,” said Association of Volleyball Professionals Commissioner Leonard Armato.
Of course, that was already true long before the Olympics because of the $10 million or so Visa (likely to come on board as an AVP sponsor next season) put behind the BBDO, New York, spot with the gold-medal duo of Misty May and Kerri Walsh. Armato said the AVP will be cash-flow positive this year, and he plans to add at least two tour stops next season, with Boulder, Colo.; Santa Cruz, Calif.; and Clearwater, Fla., among the finalists.
Walsh went into the Games with endorsements from Visa, Speedo, Gatorade, Sirius and others. Ryan Morgan, whose Morgan Advisory Group in Los Gatos, Calif., represents Walsh, said he’s pursuing deals in the financial management and high-end fashion and cosmetics categories.
SIGNED, SEALED AND DELIVERED: IMG Consulting has won an agency shoot-out to become DHL’s first U.S. sports marketing agency of record, beating out GMR/Radiate for the assignment. IMG’s David Abrutyn said DHL is taking a wide look at sponsorship opportunities, sports and non-sports.
This year, the overnight carrier has already bought a NASCAR race, a U.S. Olympic Committee sponsorship and a large deal with the Miami Dolphins and Pro Player Stadium. Industry buzz also has DHL looking at a NASCAR team sponsorship. If that came to fruition, DHL, UPS and FedEx would all be sponsoring NASCAR teams.
COMINGS & GOINGS: While we’re very familiar
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| Michael Strahan hopes to cook up some business for his brand of meats. |
with pickles, cereals and even barbecue sauces that use sports licenses, the New York Giants’ Michael Strahan is the first pro athlete we know of who has lent his name to a licensed meat deal. Strahan’s image appears on the Master Grill brand of hot dogs, pork “wings,” and “bacon” steaks, produced by New York-based AVA. The products are available in New York-area supermarkets. Maury Gotsfrand at RLR Associates, New York, handles Strahan’s marketing.
After receiving more than 1,145 résumés for their director of marketing vacancy, the New York Jets have gone outside sports, hiring Victoria Vitarelli-Hess, MasterCard’s vice president of global marketing and brand building. Lee Stacey, senior vice president/sales and marketing, said he was looking for someone with branding experience to help reshape the Jets brand as the club attempts to associate its image with New York City and build a stadium in Manhattan.
Kansas City-based sports marketing firm MAI has been absorbed by marketing firm VML. MAI founder and former Kansas City Chiefs marketer Mitch Wheeler will head a new sponsorship group within VML, part of the WPP Group, which has been lacking in sports marketing expertise.
Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.
