NFL Properties is ramping up its 1996 marketing efforts to boost its $3.15 billion licensed products business. Among the National Football League's innovations: an integrated marketing concept with mass merchants like Target Stores and Wal-Mart Stores called GameDay, with NFL sponsors Coca-Cola Co. and Visa USA tying into the program. NFL Properties will handle in-house.
Also, NFL Properties is close to resolving a touchy conflict with new Pro Line apparel licensee Nike over distribution of product for this fall. Look for Nike to bend more than NFL Properties in the dispute over Nike's desire to use sports specialty retailers and department stores vs. NFL Properties' push to include mass merchants and catalogs.