NATIONAL FOOTBALL LEAGUE

CASE STUDY

By-Megha Malviya

Rahul BohraSanket Bhawarkar

NFL wrapped most watched seasons in 2009

Rolapp –sr. vice president of media strategy and digital marketing

Potential allies vying to replace carrier Sprint as the NFL’s official wireless partners

NFL’s business model –television rights

Media partners- CBS FOX, NBC, cable channel ESPN, DirecTV

Case Synopsis

Goal- NFL to reach $25 billion revenue by 2027

NFL NETWORK/NFL REDZONE- owned channels

America’s game-football

2009-NFL High revenue, most watched sport on television

Two ideas- three different strategies-one final decision

2003

It aired- seasons games, past NFL, super bowls and other NFL classics

Showed coaches, players and fansDrafts

Launched in over 11 million household

2006-35 million more household

Disputes- Time Warne cable and Comcast

2009- 55 million households

2009

Sunday afternoons

Viewers watching the channel could follow multiple games going on at the same time

Additive consumption

Premium product

AMERICAN FOOTBALL-NFL

32 clubs

American football

conference

New England patriots New York jets San Diego

chargers

Tennessee titans

National football

conference

Dallas cowboys

Green bay packers

New Orleans saints

New York giants

Problems Determining a strategic approach for the wireless space

What kind of partnership to pursue

Exclusive- one wireless carrier

Non exclusive-multiple wireless carrier

Wireless rights-with one or more television networks

How to present strategy at NFL’s owners meeting

Brian Rolapp

Roger Goodell

NFL PA

owners

Football fans

Broadcasters

ViewersFinding new

wireless partner for

digital media

to deliver the best

quality experience

for the fans

Emphasized value-

Integrity

Excellence

Community Team work

Innovation

Tradition

InferenceThey promoted NFL to do 3 things

NFL is media company as much

as sports company

Adopt a new vision Set new different goals

Reach FARTHEST fan base through new digital platforms

Consider new digital products and social media

Set goal to increase NFL revenues through digital media venues

Create new digital & broadcast partnerships

Watching football no longer confined to living room

NFL products are now at fans FINGER TIPS

Renegotiate for best digital wireless partnership (Sprint, Verizon, AT&T)

RecommendationBest decision would be to include a deal similar to that

of television broadcast made during the year 2011.

Wireless deal that would form non-exclusive partnerships with multiple carriers

Utilizing global markets with with new technology

New mobile application