Impressions - Sports Fan Retailer - Fall 2014 - 39

connect the campaign messages at retailers across the country.
Additionally, the NFL has increased
its focus on creating product stories for
activities that surround game day.
Although each aforementioned campaign is unique and distinct, they are
unified by the overarching consumer
product department's "Together We Make
Football" tagline, encouraging fans to
express their individual style and personality while showcasing their fandom.
The lesson here: NFL apparel is customizable for everyone and can be worn for
all occasions.
NFL WOMEN'S APPAREL
The NFL has been making apparel fit
for women for the past decade, but only
began marketing the line five years ago.
Since its launch, the Women's Apparel
campaign has been one of the league's
most successful retail segmentation
platforms.
This year, to represent the collective
NFL female fan base, the league is highlighting that NFL Women's Apparel can
be worn by women of all shapes and sizes. The league will continue to provide
product specifically geared toward its
diverse female fan base, while also catering to avid fans.
The campaign will include notable

Numbers Game

46.4

The final household
viewership rating for
Super Bowl XLVIII, which means
46.4% of all households tuned
into the game
The percentage of households in Seattle that were
watching Super Bowl XLVIII
The percentage of households in Denver that were
watching Super Bowl XLVIII
In millions, the number of
Twitter users who used
the hashtag #SuperBowl on the
night of Super Bowl XLVIII
Source: Nielsen

92
83
1.4

SportsFan Retailer

NFL Fan Style Tour
The NFL Fan Style tour is a total fan experience and is designed to create
awareness of the depth and breadth of all league-licensed products that are
available for showcasing team pride. The tour will span across the country
and make appearances at major events like the 2014 regular-season kickoff
and the Super Bowl.
The interactive tour will come to life in a 2,000-square-foot mobile tour
activation that will showcase the NFL-licensed product assortment throughout the 2014 season and be tied to various retailers that will have elevated
NFL product presentations. Through this grassroots effort, the NFL aims to
create a fun, interactive and positive customer experience via player appearances, gaming activities and competitions, prizes and giveaways, and new
technology and social media. - N.H.

celebrities like singer Jordin Sparks, actresses Jessica Szohr and Dania Ramirez,
and fashion model and actress Erin
Heatherton, all of whom are Women's
Apparel campaign ambassadors.
TWEENS/JUNIORS
Similarly, the Tweens/Juniors marketing
campaign is entering its second year.
This campaign was the result of exploring opportunities in the marketplace for
the NFL's passionate 10- to 16-year-old
female fans that have a distinct point of
view on apparel.
This year, the campaign will highlight approachable, family-friendly-yetfashionable looks, which will allow fans
to showcase their team pride, individu-

ality and personal style. Musicians and
actresses Miranda Cosgrove and China
Anne McClain will serve as NFL Tween/
Junior Apparel ambassadors.
Through focus groups, the league has
learned that young girls often learn about
football and enjoy the game through
watching with their parents, specifically
their fathers.
With this data, the Tweens/Juniors
campaign also will highlight family bonding opportunities by creating unique
events at Six Flags amusement parks cross
the country that promote quality time
between fathers and their tween/junior
daughters, while also allowing them to
showcase their passion for their favorite
NFL teams.

Must-See TV

The 5 most-watched sporting events by Americans in 2014

Sporting Event
Viewership (in millions)
1. Super Bowl XLVIII
111.5
2. 2014 NFC Championship
55.9
3. 2014 AFC Championship
51.3
4. 2014 BCS National Championship
25.6
5. *USA vs. Portugal (2014 World Cup)
24.7
* Combination of ESPN and Univision viewers
Source: Nielsen via Horizon Media

Fall 2014 39

Impressions - Sports Fan Retailer - Fall 2014

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