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Brand NFLMaking and Selling America's Favorite Sport$
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Michael Oriard

Print publication date: 2010

Print ISBN-13: 9780807871560

Published to North Carolina Scholarship Online: July 2014

DOI: 10.5149/9780807899656_oriard

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Football As Product

Football As Product

(p.175) 5 Football As Product
Brand NFL

Michael Oriard

University of North Carolina Press

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

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