Women who are fans of the Philadelphia Eagles will have a lot more choices in the way of team apparel and items this fall. This Monday the NFL launched a $10 million marketing campaignwith television commercials and a new website at http://www.nfl.com/women. The NFL has thousands of new products including jeans with logos on back pockets, flip-flops and yoga mats for women.
Women comprise about 44% of NFL fans and it appears the league wants to tap into that market. According to league vice-president of apparel Tracey Bleczinski, the league’s women apparel business has doubled since 2004 and is about one-fourth the size of the men’s apparel business. The NFL declined to release specific sales figures.
Some items featured on the new website include a slit-neck hooded t-shirt (retail: $44.99) paired with a purse made of recycled license plates featuring a team logo (retail: $149.99). The tag line reads: “Who says football isn’t pretty”.
The NFL has created spa gift bags with natural brown sugar scrub, Mediterranean Sea salts and goat's milk and honey lotion with team logos. Those bags come with team-spirited nail polish. (Retail: $44.99)
The NFL will sell more products with existing partners J.C. Penney Co., Kohl's Corp. and Dick's Sporting Goods Inc. this year, and feature its wares on http://www.nflshop.com in mid-October.
Based on the significant financial investment in the marketing campaign and the number of new products developed, it appears that the NFL views the women’s market as a significant opportunity for growth.