NFL team the New York Jets has revealed a highly aggressive marketing strategy in the the team’s surprise run in the NFL playoffs.
The team off-the-field is emulating the on-field team’s success, with internet merchandise sales up 250 per cent, Bloomberg reports.
“We’ve had an aggressive marketing culture and we’ve been waiting for an opportunity to unleash it,” said the Jets’ executive vice president for business affairs, Matt Higgins.
“It’s just as aggressive as our defence,” he added, referring to the team’s league-leading defensive players.
The Jets rank 11th out of the 32 teams in terms of sales on the NFL’s online shop, although the team’s sales have more than tripled from a year ago.
Higgins explained that his marketing team was keeping sales moving in the runup to the next playoff match, on January 24, with a daily programme of events, which has included a rally in Times Square and cheerleaders greeting commuters at Grand Central Terminal and will see the the team’s training complex open to fans the day before the game for a team send-off.
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