“Shrink It and Pink It” No More: The NFL Revamps Its Female Marketing Campaign
"Shrink it and pink it." Sound familiar? It’s a commonly used marketing strategy for women. One the National Football League lived by up until recently. But now, with women comprising roughly 44% of the NFL’s audience, the League has decided to revamp its approach to women.
Their solution? "The Savvy Girl’s Guide to Football" – a 16-page, NFL-sponsored insert in Marie Claire’s September issue. (They also have plans to roll out similar ads in Vogue and Cosmopolitan.)
Inside the advertorial, you can find fashionable football apparel (think tight tees paired with leather leggings), fanicures, and tips on hosting a big-game party.
Now, full disclosure: I am no football fan. But there’s a part of me that still finds this somewhat patronizing. Sure, the shades of pink and glitter may be gone, but the idea that women watch football solely to throw parties while wearing a cute outfit is still there. Things like football glossaries in women’s fashion magazines simply feed into the idea that a female fan knows less than a male fan. And, okay, that may be the case for some of us. But it isn’t the majority.
Some women don’t need a football glossary. They don’t want to know how to make the best game-day chili. And they’re not just in front of the TV on Sunday to impress a boyfriend. Some women just want to – gasp – watch the game, in a regular jersey that fits. Tall order? Not so much.
By Keriann Coffey, Associate Editor
So, what do you think? Tweet us at @ruelala with #inmyopinion and let us know.
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