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•  Beginning April 2012 •  •  •  •  •  •  • 

New Era – hats for sideline personnel and fans Under Armour – NFL Scouting Combine G-III - outerwear VF – t-shirts and fleeces Outerstuff – youth apparel ‘47 Brand – fan hats Nike – player uniforms and apparel

NFL Merchandising


•  5 year/$1.1 billion •  Includes licensing deal for •  Player uniforms •  •  •  •  • 

Jersey Belts Pants Socks Gloves

•  Fan Merchandise

Nike + NFL Deal


•  Reebok held licensing deal with NFL for past 10 years •  Reebok paid $250 million for their deal •  Their NFL contract made up $350-$565 million per year of apparel sales •  Losing the NFL contract will add up to $200-$250 million a year in lost revenue for Reebok

It replaced…


•  Although Nike didn’t change the overall design of the uniforms, they did implement some new technology •  Jerseys •  Flywire design for color – in collars to hold shape •  Slimmed down jerseys •  Special fabric that keeps jersey tight, water-resistant and breathable

•  Pants •  Added padding around belt •  Better ventilation throughout leg •  Water-resistant technology

The Changes


•  While not all teams got a new look, some had big changes •  Not all teams chose to accept the changes •  Carolina Panthers have words “KEEP POUNDING” for fallen teammate Sam Mills

The Tweaks


•  Nike unveiled the new uniforms at a special ceremony on April 3 •  All 32 teams were represented with one player from each team sporting the new looks

The Unveiling


http://www.youtube.com/watch?v=vJg2bsdvXvw


Social Media


•  The new jerseys were available for pre-order on April 15 •  NFL Game Jersey ($100) on sale April 27 •  NFL Limited Jersey ($135) on sale this summer •  NFL Elite Jersey ($250) on sale April 27 •  All on sale in time for NFL Draft

On Sale


The Draft


•  Brian Urlacher says the tight fitting jerseys will help Julius Peppers get 50 sacks •  Earl Thomas – “everybody seems to be excited about the new jerseys…I think it goes with everything else that makes football so exciting…” •  Sean Weatherspoon – “I like the jerseys! The material is the key, the reebok jersey held too much sweat…new jerseys look sleek.”

Player Reaction

Sports Marketing Final Presentation  
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