Jump to ContentJump to Main Navigation
Brand NFLMaking and Selling America's Favorite Sport$
Users without a subscription are not able to see the full content.

Michael Oriard

Print publication date: 2010

Print ISBN-13: 9780807871560

Published to North Carolina Scholarship Online: July 2014

DOI: 10.5149/9780807899656_oriard

Show Summary Details
Page of

PRINTED FROM UNIVERSITY OF NORTH CAROLINA PRESS SCHOLARSHIP ONLINE (www.northcarolina.universitypressscholarship.com). (c) Copyright University of North Carolina Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in NCSO for personal use.date: 28 July 2021

Football As Product

Football As Product

Chapter:
(p.175) 5 Football As Product
Source:
Brand NFL
Author(s):

Michael Oriard

Publisher:
University of North Carolina Press
DOI:10.5149/9780807899656_oriard.8

The chapter looks in detail at the marketing and branding of NFL football. It looks into the shift in the image of football from a sport to a brand and entertainment product. It discusses the significance of hiring Sara Levinson, former copresident of MTV, as the new president of NFL Properties. It presents an overview on various topics including the Iron John Super Bowl, the traditional masculine image of football, the harassment of Lisa Olson, and “Guy Culture”. It examines Levinson's research-driven marketing and branding approaches. A series of campaigns were developed to appeal and trigger passion among fans. The chapter also provides an insight into the reorganization of the NFL which was triggered by the resignation of Levinson.

Keywords:   branding, Sara Levinson, NFL Properties, reseaerch-driven marketing, Iron John Super Bowel, Lisa Olson, Guy Culture

North Carolina Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .