Expanding Its Reach

Prosperous but image-scarred NFL seeks new fans (women, Hispanics) and markets (Mexico, Europe, China) while holding onto its old base

September 09, 2007|By Jeff Barker | Jeff Barker,Sun reporter

As the National Football League opens its season in earnest today, it's more popular - and prosperous - than ever.

A record 18 million fans attended games last year, as regular season crowds averaged nearly 68,000. The league says TV ratings are up and more people watched the Super Bowl than voted in the 2004 presidential election. Even the virtual NFL is growing: Millions of fans participate in fantasy leagues, and the Madden NFL video game was the top console and hand-held game of 2006, with 2.8 million sold.

Still, the NFL sees new worlds to conquer.

The league wants to broaden its fan base - especially by reaching out to Hispanics and women. Seeking an international foothold, it has scheduled a game in London next month, the first regular season game to be played outside North America. Meanwhile, it is building a powerful cable network and is experimenting with technology that would give fans a view of the game from the quarterback's perspective.

"There are more fans to be had. We have to avoid getting arrogant and we need to offer new ways for our fans to access the sizzle of the NFL," said Baltimore Ravens President Dick Cass, whose team opens in Cincinnati tomorrow night against the Bengals.

The Ravens have prospered along with the league. Although Baltimore is the nation's 24th-largest television market, the Ravens say they are 13th in the league in revenues - a ranking that experts attribute to the franchise's success in selling suites and sponsorships, and having a stadium that is just nine years old. The Ravens franchise is valued at $946 million, ninth in the NFL, according to Forbes' annual survey. A sign of the league's success is that a majority of the most highly valued sports franchises are NFL teams.

Like the NFL, Ravens officials are looking for new fans. In one recent move, the team announced the creation of "Purple," a women's club billed as "a community entirely for themselves."

But in the midst of its success, the NFL has faced some challenges. Increasingly, with the NFL Network, NFL.com and team Web sites, the league is trying to control its content in an effort to make even more money.

Comcast and the NFL Network have gone to court over Comcast's decision to move the NFL Network to a more expensive sports tier of digital service on its cable systems. Plus, media organizations have expressed concern about the league's policy limiting them to 45 seconds of online video interviews per day at team sites.

"The NFL is the most powerful sports league in the world," said Bob Dorfman, executive creative director for San Francisco-based Pickett Advertising and author of the Sports Marketers' Scouting Report. "They set course and do what they want. The demand for football right now seems to be endless. I think they're looking at that and saying `Let's control things more, get more of the piece of the pie for us.'

"And, given some of the player issues they've had this past year, maybe it's an attempt to control the message a bit. Other leagues will probably look at the NFL to see how it goes, and I suspect if it's successful, they'll follow suit."

It's the troublesome player issues that could make it harder to attract new fans.

Atlanta Falcons star Michael Vick was indefinitely suspended last month after pleading guilty to federal dogfighting charges. NFL commissioner Roger Goodell, who has also suspended Tennessee Titans cornerback Adam "Pac Man" Jones, Cincinnati Bengals receiver Chris Henry and former Chicago Bear Tank Johnson for off-the-field conduct, says he doesn't want the league's image tainted by scattered instances of bad behavior.

Now, the NFL's challenge is to tinker without upsetting the product that has become a model for other leagues.

One key to the NFL's success is that it looks great on television and has become a habit in many households, said Colorado-based sociologist Jay Coakley. Like a gregarious uncle arriving every Christmas, the league has become part of our routine.

"It gets integrated into family life," Coakley said. "It provides a common topic of conversation, and that's really important. It's a great conversation opener and a way to initiate togetherness in a bar or on an airplane."

The NFL season officially began Thursday night when the defending champion Indianapolis Colts hosted the New Orleans Saints. That in itself - the Super Bowl champion being awarded a pre-Sunday home game complete with concerts by pop musical acts Kelly Clarkson and John Mellencamp - is a new wrinkle that began in 2004.

It's one of many changes that the league has made or has in the works. Among them:

Up to two international regular-season games will be scheduled each year, league officials say. The new format begins when the New York Giants and Miami Dolphins play Oct. 28 at London's Wembley Stadium. Future sites will be Germany, Mexico and Canada. The league has played only one previous regular season game outside the United States - in Mexico City in 2005.

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