The National Football League is considered the king of all professional sports in the United States. It was formed by II teams in 1920 as the American Professional Football Association and adopted the name National Football League in 1922. The league currently consists of 32 teams from American cities and regions, divided evenly into two conferences (AFC and NFC). with
four. four-team divisions. The NFL governs and promotes the game, sets and enforces rules. and regulates team ownership. It generates revenue mostly through sponsorship. licensing of merchandise, and selling national broadcasting rights. It has been extremely successful because it is advertiser-fjiendly. The teams operate as separate businesses but share a percentage of their revenue. NFL revenues amounted to $5.86 billion in 2006. and the average player salary was $1.4 million in the same period
Based on marketing research, the NFl..’s marketing strategy has two pillars: football and community. Football is its product, something that the NFl.. does best. Community means giving back to the community in exchange for all its support and love. The support of the community is tremendous, with 18 million tickets sold each season and more than 120 million people watching NFL games on TV each week. Then, there is the huge impact of the Super Bowlan event that has been the top-rated show each year, seen by more viewers than any other program, an exposure that has proven to be an effective messaging medium. The tremendous reach and power of TV commercials helped the NFL’s ”join the team” initiative get a spectacular start with thousands of eager fans calling up NFl.. teams across the country ready to join the team. The NFl.. believes that charity and being a good corporate citizen are essential to achieve success in business. This makes the entire entity stronger. By giving back to its customers, the NFL shows that it cares about them
The NFL’s impact on the community extends way beyond the games played on Sundays and Monday nights, because there is a special bond that fans feel with each of the teams in the league. Consumer perception and attitudinal surveys have consistently shown that the NFL is held in high regard, and the League tries hard to maintain these positive perceptions. It realizes that at the end of the day, the NFL is an energy. a symbol that represents American tradition, which if not maintained would wither away.
Joe Browne describes people’s relationship with the NFL as a love affair in which the NFL and the teams have to give this love back to the people for supporting them so well. That’s what the NFL does through its various programs such as NFL charities, the NFL football fund, and the disaster relief fund that the NFL established after 9111
to give back to the families of those killed in New York and Washington. There is charity on the field, too; each time a player is fined, the money is used to help fund various causes. Fans can gel into the game by going to the auctions section on the NFL Web site, because all of the proceeds go to players’ charities. According to Beth Colleton, Director of Community Affairs, NFL stands for quality,
tradition. and integrity-all of which come together to define Americana, The NFL captures the American energy like no other-an energy that continues to ignite goodwill with each passing season.
1. Football is a male-dominated sport. Discuss the role that marketing research can play in helping the NFL more effectively
market the league to women.
2. The NFL would like to increase its penetration of the women segment. Define the management decision problem.
3. What is the main competition faced by the NFL?
4. Define an appropriate marketing research problem corresponding to the management decision problem in question 2.
5. Develop three appropriate research questions, each with suitable hypotheses.
6. What type of research design would you recommend for investigating the marketing research problem?