Rawlings Sporting Goods has signed a multi-year agreement to become the NFL's exclusive licensee for select tailgating products, including tent canopies, grills and chairs. The new NFL tailgate product line includes Jarden's power brands Coleman, Rawlings, Bicycle and Shakespeare products.
The extended deal which will be managed by Jarden Sports Licensing, begins in 2011 and expands the relationship across a number of Jarden's brands.
The move consolidates the NFL's tailgate rights landscape under such world-renowned quality brands such as Coleman, Rawlings, Bicycle and Shakespeare. The new tailgate collection, which in addition to canopies, grills and chairs will include a number of non-exclusive tailgate products, including coolers, stadium seats and footballs, will merchandise under the new TLG8 brand umbrella and its “Real Brands for Real Fans” tagline. The collection is set to launch April 2011, aimed at creating a “one-stop shop” for all NFL tailgating needs.
“Retailers are excited to leverage the immersive value of these iconic brands with their core sports consumer creating a one-stop shop for the ultimate fan,” said Brian Finegan, manager of licensing and business development for Jarden Sports Licensing. “NFL fans will be able to enjoy the household brands they grew up with and use every day, while continuing to show support for their favorite teams every weekend.”
“This exclusive relationship represents a brand collaboration between the NFL and Jarden, bringing to fruition a special vision shared by each party,” said Eric Reinsfelder, JSL's senior director. “Jarden brings together the broadest assortment of tailgating product under one umbrella that is unmatched within the marketplace today.”
The expanded NFL agreement headlines the growing roster of prominent sports leagues and entertainment brands currently utilizing JSL's comprehensive portfolio of licensed products. These partners include Major League Baseball, the National Basketball Association, Marvel Entertainment, LLC and Mattel.
Jarden Sports Licensing was formerly K2 Licensed Products and The Licensed Products Company.