Retail Merchandiser - November/December 2017 - 40
Sports & Tailgating
The NFL and its licensees offer a variety of
products for fans who like to party at home.
Beyond the Gridiron
The NFL's recent product licensing efforts emphasize fandom both inside and
outside of the stadium. BY JIM HARRIS
vice president of
New York City
very National Football League fan has their
own game day rituals. For many fans, putting out a spread of food and beverages for
friends and family and watching their favorite team on TV is just as much a tradition as going
to see the game in the stands.
Meeting the needs of those fans who watch at
home is a high priority for the league and its product licensees. The NFL is adding to the products it
offers to the fans it terms "homegaters."
"This is something fans have been doing for many
years, even before there was a name for it," Vice
President of Consumer Products Rhiannon Madden
says. "People at different levels of fandom homegate
in different ways - we wanted to be sure we offered
something for them that fit into their lifestyle."
From wine glasses and cheese boards to beer
steins and chip bowls, the NFL offers a wide variety
of products for fans. "When you want to throw a
party at home, we have something for you," she adds.
"Regardless of your style, whether elegant or casual,
we have something that will create an awesome atmosphere for you and your family."
Longtime NFL homegating licensees include the