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NFL and Jaguars Marketing - Macky Weaver


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NFL and Jaguars Marketing - Macky Weaver

  1. 1. NFL & Jaguars Marketing<br />
  2. 2. Today’s presentation<br />Update on Jaguars ticket sales<br />Jaguars current marketing campaign<br />Previous NFL Marketing Campaigns<br />The NFL Brand<br />The Jaguars: Re-engaging with our community<br />i) The Champions Club<br />ii) Team Teal<br />NFL Priority Fan Platforms: Youth and Hispanic <br />Entertainment Marketing and Players<br />
  3. 3. Current ticket sales<br />
  4. 4. Current Jaguars ‘Retail’ Campaign<br /><ul><li>Affordability & value
  5. 5. Importance of Jaguars to Jacksonville
  6. 6. The 30-30 Plan: Lock in price for 3 years and pay over 30 months, no deposit, no interest
  7. 7. Teal Deals: $2,500 of gift certificates for every ST purchase</li></li></ul><li>State of the NFL Brand<br />
  8. 8. The Brand Essence<br />Intense.<br />Passionate, edge of your seat, heart pounding excitement.<br />Meaningful.<br />Much more than just a game.  An epic weekly drama where every moment matters.<br />Unifying.<br />Nothing forges bonds among families, friends and even strangers, nor unites entire cities or the nation quite like the NFL.<br />
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  11. 11. 2010 NFL Advertising<br />
  12. 12. Previous NFL Campaigns<br />Feel the Power - 1997<br />Who Wants it More? - 2007<br />Believe in Now - 2008<br />Own the Moment – 2009<br />Back to Football - 2010<br />
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  18. 18. “Back to Football” Campaign Timing<br /><ul><li>Late July – Early September: Retail and marketing campaign integrated across all NFL, Club and Partner platforms
  19. 19. Thursday Night Kickoff Event and Game in New Orleans
  20. 20. “Back to Football Friday”- September 10, 2010
  21. 21. Kickoff Weekend and throughout September</li></li></ul><li>
  22. 22. Jaguars community engagement<br />
  23. 23. Champions Club<br />150 season ticket owning volunteers<br />Assist in season ticket sales and renewals Jan-Dec<br />Over 5,500 new season tickets sold since 2006<br />Helped renew over 6,000 current season tickets this year<br />Rewarded for their sales and service with unique prizes<br />Great credibility and understanding – STH to STH<br />
  24. 24. Team Teal<br />Grassroots community effort headed up by <br /> Tony Boselli, Carl Cannon, Ed Burr and Touchdown Jacksonville<br />Energized over 500 to join to promote Jaguars ticket sales in the wider community<br />Two-pronged approach: Business & Individuals<br />Those who join are incentivized with special prizes based on how many tickets they help sell<br />Team Teal events promote Jaguars throughout community and have helped re-energize support base<br />
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  26. 26. Priority Fan Platforms: <br />Hispanic, Youth & NFL PLAY 60<br />
  27. 27. POWER OF THE NFL AMONG HISPANICS<br /><ul><li>The NFL is America’s favorite sport among Hispanics
  28. 28. 2009 regular season averaged 1.1 million Hispanic viewers, +31% vs. 2008
  29. 29. Super Bowl XLIV is most-watched English-language program ever among Hispanics, and 2nd most-watched TV program ever among Hispanics
  30. 30. Traffic to NFL’s Spanish-language website,, +70% year-over-year
  31. 31. Hispanic NFL fans spend, on average, nearly 14 hours engaged with the NFL each week during the regular season
  32. 32. 28 clubs activate locally in Hispanic market</li></li></ul><li>Young Fans = Avid Fans<br />Source: OTX Tracker, NFL Off Season Week 5 2009, <br />Q. When did you first become interested in NFL football? (Avid base = 159; Casual base = 141)<br />
  33. 33. POWER OF THE NFL AMONG KIDS<br />NFL is favorite league among kids 7-11, boys and girls<br />The 2009 regular season delivered the most Kids viewers since the 2002 regular season<br />Youth (6-14) ratings up 16% vs. 2008 <br />Super Bowl XLIV was watched by an average of 9.0 million Kids age 6 to 14, the most watched Super Bowl in 12 years <br />Over 1MM monthly visits to<br />#5 most trafficked site in NFL Internet Network<br />3MM participants in NFL Youth Football programs (NFL FLAG & NFL PPK)<br />
  34. 34. Focus on Established Platforms<br />NFLRUSH & NFLRUSH Zone<br />More than 2MM Registered Users<br />More than 60k registered users per team<br />NFL PLAY 60<br />Great momentum at national and local levels (in 75,000 schools) <br />Youth Media Partnerships<br />
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  36. 36. NFL PLAY 60 Super School<br /><ul><li>Program to unify and drive “Back to Football” initiative
  37. 37. Schools encouraged to show their passion for local team
  38. 38. Submit photos and story on
  39. 39. One school in each NFL market to be chosen as NFL PLAY 60 Super School with Tuesday visit from player(s) and team and $10k grant
  40. 40. NFL is exploring attaching a commercial and media partner:
  41. 41. Player booking process
  42. 42. Use of logo lock-up</li></li></ul><li>
  43. 43. Questions & Comments<br />