DATE: April 1, 2014
FROM: Commissioner Roger Goodell
TO: Team Owners
RE: Thematic Realignment Concept
This note is to share with all owners I concept I've already mentioned informally to several of you – the possibility of enhancing our business by realigning the divisions on the basis of "themes" instead of geography. I'll elaborate in later communications, but the basic idea is to improve our ability to market our product to the very young (under-12) potential fan base. While certainly this age group has little ability to drive ticket sales, a substantial under-12 presence in the television audience will expand the universe of potential television advertisers. And of course we'll expect to realize substantial growth in the size and scope of NFL-branded merchandise sales, including toys and child-size clothing.
Below is one (not-quite-complete) example of how this realignment might be done. If approved and fast-tracked, a plan of this kind might be ready in time for the 2016 season, although 2017 would be more realistic.
First, of course, we'll need marketing studies to estimate the potential gains in viewership and and revenue. I will soon present a proposal to expend approximately $2 million for the hiring of consultants to analyze the impacts of this idea. In the meantime, I'll be most interested in hearing your opinions!
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