Are Cupcakes and Manicures Part of the NFL Experience?
By Ad Age on September 26, 2011
The NFL's 79 million female fans make up 44% of its fan base and the organization has been actively catering to this community of women the past several seasons with the introduction of apparel and accessories. VP-Consumer Products Tracey Bleczinski said she expects sales figures, which blew expectations last year, to double this year.
In order to get even more women to open their purses, the NFL has just introduced a party collection, branded with team logos, for women interested in "homegating" . The collection includes cheese boards, coasters and side tables as well as team-branded M&Ms. And for those who need step-by-step instructions, there are recipes and party tips. The league's female-targeted site even sells nail polish in team colors.
What do you think? Will you embrace the idea of homegating? Anna Baskin takes a look at the new NFL initiative for Ad Age.
Pigskin, nachos, beer and ... cupcake decorating? With a newly launched site, Party Collection and expanded women's fashion line, the NFL is hoping to make "homegating" as popular as tailgating and team-name purses as widespread as jerseys.
"The idea was to turn your home into NFL headquarters," said Johanna Paretzky, licensing manager for the NFL, who directs the homegating initiative. Women who watch football "are sometimes more passionate about the food, family and planning" aspect of the game and so the league has partnered with licensees to create a collection of party products for these "homegating" events.