Marketing the NFL in London: Dolphins, Giants Already Promoting October Matchup
Members of the Miami Dolphins made a visit to Wembley Stadium in London a couple days ago to promote the NFLâ€™s first-ever overseas regular season game. The Dolphins will face the New York Giants on Sunday, October 28, 2007. Naturally, DE Jason Taylor was the focus of attention because heâ€™s the leagueâ€™s defending defensive MVP and the leader of the team. But thereâ€™s more. I was reading an article at SI.com that reported PR powerhouse Rogers & Cohen were working with Jason to generate even more interest in this game. Sandy Friedman, the executive vice president for music and sports at R&C, while looking at a photo of a tuxedo-clad Jason and his beautiful wife, said to Jason and his agent:
â€œWe sell Tim McGraw and Faith Hill as the First Couple of Country Music; thatâ€™s how we want to position you [as an NFL couple] over there. The trick is getting you off the sports pages and into the other parts of the paper â€” and thatâ€™s what this allows us to do. Theyâ€™ll eat this up on Fleet Street. They love couples! Weâ€™ll make sure youâ€™re seen with all the right people in all the right places. Because what youâ€™re giving us, with the business interests and lifestyle and charitable efforts and entertainment ventures, is perfect for the business weâ€™re in.â€
So, you see whatâ€™s happening here? The powers-that-be are trying to generate interest in football from people who might not care about football. Which is fine. The NFL is worldwide and now that theyâ€™re playing regular season games outside of the U.S. for the first time, more efforts like this will be made to market NFL players globally. And to a diverse audience. Itâ€™s exciting for the game of professional football. But itâ€™s kind of goofy at the same time if Jason and his wife are red-carpet posing in the tabloids. Nevertheless, Iâ€™m all for it if it brings more positive visibility to the game.
Source: Every Morning Quarterback