Business Beyond the Game: Erin Andrews Talks Taylor Swift, NFL Licensing
Erin Andrews got the level of exposure that marketers dream about.
The sports broadcaster didn’t know what to expect when she sent some of the new NFL products from her apparel line to Taylor Swift. The pop star, who has been connected with Kansas City Chiefs tight end Travis Kelce, ended up sporting the Chiefs-themed windbreaker Andrews designed during a game in September. The jacket was spotted by millions, and the viral moment created a spike in demand as the product sold out online.
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Andrews, who launched her female-focused clothing line WEAR in 2019, has since expanded her fashion business by teaming up with accessory company BaubleBar, which sells officially licensed NFL pieces. Both brands are collaborating through a multi-season partnership to produce co-branded NFL-themed merchandise, with WEAR and BaubleBar recently dropping a collection of NFL-themed jewelry.
Andrews joined Business Beyond the Game to discuss synergies with SMAC Entertainment, navigating the NFL’s licensing rights and the best business lessons she’s learned during her career.
For more episodes of Business Beyond the Game, check out Sportico’s YouTube page.
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