NFL Case StudyClark, Ashley, Giovanni, Chris, Tim

NFL Marketing

- With the NFL being the top sport in America, we decided to check out the marketing in a much broader scale

- We chose to look into how they plan to widen the appeal of the sport by strengthening their markets

- Marketing towards Women- Super Bowl 50 - NFL Europe

NFL MARKETS TO LARGEST GROWING AUDIENCE

WOMEN

Pro football’s most valuable players

Growing Female Fan Base“I want to wear the colors of the team - I don’t want to wear a softened up version of it.” -

lifelong football fan Kerry Sullivan

Annual breast cancer awareness

The launching for the RED movement

The launching of an apparel line

for women

“Women’s clothing is now the league’s fastest-growing segment of sales, having tripled in the past 4 years. - NFL Executives

NFL GROWTH

□ No more “shrink it and pink it”

□ Spreads in Marie Claire Magazine

□ Full line of Women’s Apparel

□ All sizes from Juniors to Maternity

Goal : Continue to keep women spending

On The FiftyBiggest Challenge: How do you make the best better?□ Link Super Bowls together□ April Draft Week

Pro Bowl Uniforms

Marketing Tactics

Gold 50 Yd. Lines & NFL Shields

2015 Sideline ApparelNFL Kickoff & Playoff Weekend Gold Logos

Bringing Communities Together

Super Bowl High School Honor Roll• Recognize communities that have

contributed to Super Bowl history with golden football

Goal: develop deep rooted & loyal fans

The NFL and Europe

The Mission of the NFL: “To provide our fans, communities and partners the highest quality sports and entertainment in the world, and to do so in a way that is consistent with our values. (NFL, 2016)

Background□ NFL sought to gain international recognition

by creating WLAF (NFL Europa) in 1991 □ $30 million loss a season led to Europa

disband in 2007□ In an effort to maintain a presence in

Europe, NFL International was born❏ Agreement with Wembley Stadium for 2

games per season in the stadium

Fan Base in Europe

❏ In 2010 the NFL partnered with Imagination, global creative communications agency

❏ Imagination tasked with creating ways to drive up the NFL fan base in the UK

Challenges: □ Generate interest/excitement for the

International series at Wembley□ Grow the passion of the UK fan base and

capture the brand essence of 6 teams

The Solution

‘Stand Strong’ Campaign

□ Placed ‘heroic’ pictures of players dramatic landscapes of iconic landmarks bringing together players/ host cities

□ Designed wraps, flags, posters and billboards and placed them throughout the stadium/surrounding area

□ Graphics strategically designed to compel fans to take pictures/increase social media presence

□ Built style guides for sponsors using photos to maintain look/tone/feel of campaign

84,000Fans attended the from UK, US, Europe

2016NFL/Wembley agreed to continue International series through

40,000 PeopleExperienced the Trafalgar Square fan rally the day before the game

The Results

The NFL International Series

1st CampaignHarnessed the rebellious, gritty and intimidating essence of the Oakland Raiders

2nd CampaignInspired by the geometry of the Atlanta Falcons brand.

3rd CampaignConveyed the athletic, mesmerizing movements and trailblazing spirit of the Jacksonville Jaguars

In 2014 NFL launched 3 campaigns designed around home teams

Designed to build excitement/anticipation

The Results□ An expansion of the series from 2 to 3 games per

season in 2014□ Attracted over 250K fans from UK, US, Europe □ Increasing NFL presence in social media July 2015□ 10 year deal to host 2 games per season at Premier

League FC Tottenham Hotspurs’ stadium October 2015□ 2 year rights deal with BBC to air the games live □ Extended contract with wembley through 2020

Kahoot QuizLet’s Play a Game!□ Get out anything that connects to the internet □ Type “Kahoot” into your browser, click the first link□ Type the Pin that will be shown on screen in a few

moments□ Enter a nickname□ Then wait until everyone joins□ 9 questions, multiple choice□ 60 seconds to answer, the quicker you answer, the

more points you score□ Winner gets a surprise! (you want it, trust me)□ Hope you paid attention! ?

To Wrap this Up

3 strategies to bolster the NFL fan base

□ Women■ Fastest growing segment of sales ■ No more “shrink it and pink it”

□ Super Bowl 50 ■ “On the Fifty”■ Super Bowl High School Honor Roll

□ International Audience■ “Stand Strong” Campaign■ 3 part campaign ■ Game/Television Rights

▣ Tottenham Hotspurs

Creditshttp://247sports.com/Article/NFL-tailors-marketing-efforts-to-largest-growing-audience-women-39051552

http://www.bloggingtheboys.com/2014/2/25/5445906/the-female-fan-the-nfls-biggest-domestic-growth-market

https://www.washingtonpost.com/business/economy/women-are-pro-footballs-most-important-market-will-they-forgive-the-nfl/2014/09/12/d5ba8874-3a7f-11e4-9c9f-ebb47272e40e_story.html

https://www.imagination.com/en/our-work/stand-strong-nfl

https://www.imagination.com/en/our-work/nfl-international-series-nfl

http://web.b.ebscohost.com.prox.lib.ncsu.edu/bsi/detail/detail?sid=93fd7758-66db-496e-bf05-d8fd96d2f67f%40sessionmgr113&vid=22&hid=105&bdata=JnNpdGU9YnNpLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d#AN=110382406&db=bth

http://www.bloomberg.com/news/articles/2015-07-08/nfl-signs-10-year-deal-with-london-s-spurs-for-two-games-a-year