Brand NFL Gets Stronger, Despite The Clouds On The Horizon…

Granted there is a labor dispute in the distance and the Jets still have issues in the New York marketplace with PSL's, but it is hard to argue that even in a challenged economy the brand of the NFL remains strong and gets stronger. It can be argued that the opening of training camp has come close to eclipsing the reporting of “Pitchers and Catchers” as the day that fans look forward to the most…the NFL Draft has easily become a media and brand spectacle like no other…fantasy football play is the dominant game of choice, almost four to one over baseball, because of its simplicity and appeal to the casual fan…and the on. game a week schedule gives the NFL a chance to build week on week like no other sport. Even those who argued that parity diluted the game have fallen short of their argument, as witnessed by the record numbers who tuned in for last year's Super Bowl, featuring two of the smallest markets (Indianapolis and New Orleans) in professional sports.

Last week Rich Thomaselli in Ad Age ran a piece that highlighted the brand value of the NFL in comparison to other sports, and even the mega dollars of NASCAR paled in comparison to the revenue the NFL shield is yielding in a challenging times. Why is their such growth in a sport which still has its challenges abroad and really has no defined minor league system (thank you college though.? The NFL is experiential. Like a great fight, there is a weekly buildup, told through the coaches, players, the media and the brand partners, that leads to a one of a kind event in stadia every Sunday or Monday. The controlled access on a weekly basis gives the league the ability to tell stories day by day in each market, and over time those great stories of athletes and even fans, evolve and find their way to the top. The sport has tremendous brand and consumer loyalty, much like NASCAR's amazing activation, and that also translates into big bucks. Can team. find new ways locally to generate revenu.? Looking at practice jersey promotions, local brand activation in new categories, and the ability to promote in new media, absolutely. Even with major categories going to national brands controlled by the league, teams are becoming more creative and more granular in finding ways to engage each fan on a local level. something many teams had not done in the past. While the protection of the shield and all NFL marks is still a huge focus, creativity has been stepped up, and in the face of high ticket costs in a down economy, that creativity can be a huge plus in keeping fans and brands loyal and spending discretionary dollars. There is also the hidden and distant bonus that the NFL enjoys in the active gambling done in Las Vegas and other places each week. Although never condoned publicly, the NFL more than any other sport outside of horse racing, has Vegas and other places to thank for the casual weekly interest.

Yes it is violent, yes there are issues of health with former players and yes it is spectacle. There is also no doubt the baseball and hoops and NASCAR are also strong brand activation platforms, and both soccer and hockey have made solid strides in the past year.. However for a brand looking to invest locally or nationally, the NFL, as this season kicks off, remains the champagne of sports properties.