We look at how the NFL used DTRs to grow its fan base in the UK market.
When the NFL re-launched its UK licensing programme in 2012, direct to retail (DTR) relationships were key in growing the fan base.
The NFL has been bringing regular-season games to the UK since 2007, attracting over 80,000 fans to Wembley Stadium every game. Since introducing the games in 2007, Sunday viewership of NFL games has more than doubled and the Super Bowl audience has increased more than 75%.
The league also has developed new and stronger business partnerships and according to internal research, has a UK fan base of more than 13 million people. Licensed merchandise is now readily available across multiple categories. But this wasn’t always the case.
“When the NFL first came to the UK, licensed merchandise was only available outside Wembley on game day,” says Teri Niadna, business development director for the NFL. “Our challenge was to increase the NFL’s exposure and licensing was a core part of the growth plan.”
The NFL’s strategy was two-fold; firstly to help fans celebrate their team through products by working with a big retail destination and secondly, to drive awareness of the sport by growing into fashion product to broaden the audience.
“We were able to leverage our global Nike partnership and worked with Nike on building the brand in the UK,” says Teri. “Before the game in 2012 we had a 10 day takeover on the ground floor of Niketown in Oxford Street. We worked closely with Nike on co-marketing, including developing bespoke content to share on social media. The takeover was a huge success for both brands and since then we’ve had several more ground floor takeovers.”
The next phase was to grow the brand into fashion and the NFL worked with licensed apparel specialists, Poetic Gem, to jointly approach retailers.
“Our research indicated that NFL fans shopped at Next, River Island and Topshop, so that was who we targeted,” says Teri. “We worked closely with Poetic Gem and retailers to develop style guides and select licensees and again co-marketing was really important to build the brand awareness.”
River Island is the first retailer to bring out a NFL range and it has been well received by customers. “We’ve come quite a long way in quite a short space of time; from selling outside Wembley on game day, to all 32 team shirts available at Niketown and now a clothing range at River Island,” says Teri.
Teri’s advice for any brand wanting to get involved in direct to retail is:
- Build your case for retailers, show them, don’t just tell. In the case of the NFL, Teri’s team took along retailers to NFL games in London to show them how popular the sport is in the UK.
- Find a partner who has a vision for the property.
- Be generous to your partners and do everything you can to make it successful. Bring more than just a logo, you need to bring ideas and offer ongoing support.
Teri Niadna spoke as part of the SPLiCE Direct to Retail panel at BLE 2015.
