NFL Woos Female Shoppers With Product Variety

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The NFL is taking a more sophisticated approach to women. The league began a $10 million marketing campaign Monday. Merchandise is a big part of the appeal.


And today's last word in business is, shrink it and pink it.

That was the name of the old strategy for marketing pro football merchandise to women - take a jersey, make it smaller and pinker.


Well, now the NFL is taking a more sophisticated approach to women. The league says women make up 44 percent of its fans.

INSKEEP: And with that in mind, yesterday, the league kicked off a $10 million marketing campaign to sell them more stuff.

SHAPIRO: So, you can get jeans, now, with team logos on back pockets.

INSKEEP: NFL designer coats and handbags.

SHAPIRO: The NFL is even rolling out team yoga mats.

INSKEEP: The league has even launched a website for women to share football-friendly fashion tips.

SHAPIRO: As the NFL puts it, who says football isn't pretty.

And that's the business news on MORNING EDITION from NPR News. Im Ari Shapiro.

INSKEEP: And I'm Steve Inskeep.

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