They certainly are trying…and trying to be different and complimentary. But can the fledgling United Football League, with its plans to play on Thursday nights on VERSUS and in a series of cities, not with any centralized core, make sense, draw fans, consistent media attention, sponsors and eventually make mone. And in this economy can it be the alternative to the high priced NFL and the NCA. Tough going. The presser they had in San Francisco this week said a lot of different things…some good, some a little out there…but all created enough buzz to get some press. Some of the good…they will be on TV, in some markets which may want the product, signed some good football names and are willing to experiment with some different rules and let the players have some fun. The curious…they say they will work with the NFL…great but has the NFL said they want to work with the. So far, silence from Park Avenue. They want to develop and find new talent but will take on the wayward star to sell tickets, like Michael Vick. They will be in some markets once, and some more than once, and will have all the teams together in Arizona for a training camp. They will also start their season right around when the NFL Network will start their Thursday night games head to head. They have some money, which is a good thing , and have smart brand marketing people working with them. It will be very interesting to see their digital strategy and how it can tie into tapping into a core audience, and if people just will watch FOOTBALL or does it have to be branded NFL FOOTBALL. Everyone else has failed, including the AFL who tried to work with the NFL as a happy complimentary alternative. It seems like the economy of scale is there in terms of games and markets and a cap…and the ticket price,,,$20 is affordable in this economy, but is it enough to generate revenue to get to profitablilit. One thing is for sure…in this environment anyone who can deliver a smart business plan that generates jobs when most mainstream brands are cutting back and gives people opportunity is a good thing. Maybe it can succeed, we will see if brands will want to give it a shot on activation, and if mainstream media will follow once the novelty wears off. The industry needs a few more UFL's, but only if they can succeed.
Some other good reads…Jack Curry in Saturday's NY Times has a great piece on Netherlands GM Robert Eenhoorn…the Boston Globe had a great story recently on the husband and wife team coaching Clarkson's women's hockey team…and Media Post has a nice activation piece involving CBS Sports and iphones for March Madness…
