NFL Woos Female Shoppers With Product Variety

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.

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STEVE INSKEEP, host:

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.

ARI SHAPIRO, host:

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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