Sports Marketing

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Sports Marketing

I have choosen to use th XFL as a marketing vehicle for my energy/supplement bar. The XFL has been able to position itself as a fast paced hardcore football league. The nature of the leage would compliment the nature of my product in that people will assosiate my product with the action on the field. The league is focusing on a younger active audience and that is the same target market that I am looking to reach with my product. The high awareness and anticipation for the league makes this an ideal time for my product to be introduced to the market.

XFL Introduction

The XFL is trying to position itself in the sports entertainment market as a compliment to the NFL. They are not going to engage in direct competition with the NFL. Instead they are planning on playing their season during the NFL offseason and act as a minor league for NFL hopefuls. The XFL is hoping to motivate these players by offering them bonus incentives for winning and making great plays. They are starting off with an eight teamleague that is scheduled to play ten games from February to April.

The teams which are in New York, Memphis, Chicago, Birmingham, Las Vegas, Orlando, and San Fransisco.

Target Market

The XFL is trying to attract two groups of people as their main audience, football fans looking to extend the NFL season and young people who might not watch much football right now. They are targeting these viewers with a more fast paced and controvercial style of football. They are going to have microphones on everyone so that they can hear what players are saying to eachother. They are hoping that this will add some excitement to the action on the field. They are going to encourage trash talking, endzone celebrations, and make the cheerleaders more involved in the game through interviews and their constant presence on the television. This is directly aimed at the younger audience and directly plays off the success that the WWF has had at attracting this audience.

The second group of people that the league is trying to attract is the avid football fan who is looking to extend the NFL season beyond the Superbowl. They are hoping that these people will also be receptive to the changes that the XFL has made to the game but they also realize that it may turn off some of the older viewers.

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