NFL’s Trophy Towels are “terrible”…and not in the good way

Posted on January 29th, 2009. Written by Emmett Jones.

This recession is hitting kinda hard, isn’t it?  In a move that could only be seen as a way to increase revenue (although who can name any moves that aren’t done to make money?) the NFL has decided to poorly imitate the Steelers terrible towel and create their own “Trophy Towels”.  More info from the Pittsburgh Tribune Review,

The NFL has given its blessing to a jumbo-sized “Trophy Towel,” which will be draped over players on the field after Super Bowl XLIII. It will be hawked in television ads immediately after the game and, of course, sold in stores nationwide.

The Trophy Towel will be produced by Wisconsin-based McArthur Towel and Sports — the company that makes the Terrible Towel.

Although the Trophy Towel might receive a rude reception in Pittsburgh, the NFL hopes it will fly off store shelves like the hot-selling “locker room edition” championship T-shirts and hats.

“We thought it was time to add something new,” said Leo Kane, the NFL’s vice president of consumer products. “The towel just felt right.”

Without being too descriptive, Kane said the Trophy Towel will be heavier and much larger — 24 inches by 42 inches — than the Terrible Towel. It will be available only in white, not any particular team’s colors.

Did I forget to mention that the towels retail for $24.99?  While I’m sure the NFL has some marketing geniuses in their employ, I don’t understand this move.  The thought that Myron Cope’s idea is being “Swagger-Jacked” aside, these towels are completely useless.  At 24″ x 42″ they’re obviously way too big to wave at a game, as they’re basically the equivalent of a beach towel.  But, who is taking the time to use a Super Bowl commemorative towel as a beach blanket anyway?  You can already buy team beach towels, but the NFL assumes you’ll want one now…because there’s Super Bowl information on it?  I can see that with a commemorative hat, or shirt or even a banner…but a beach towel?  On top of that, is the fact that the NFL isn’t even marketing these towels as beach towels.  What are they being marketed as?  Well, I’m not sure.  From the NFL’s site,

Just like the towel handed out during the on-field celebrations following the game, this officially licensed Pittsburgh Steelers Super Bowl XLIII Champions trophy towel from McArthur Sports is emblazoned with colorful team graphics as well as the Super Bowl® XLIII logo. The 100% cotton towel measures 24-in x 42-in.

The NFL’s idea isn’t a bad one, creating a revenue stream by giving fans a product that they didn’t realize they needed…until it was introduced to them, but this is poorly executed.  “The towel handed out during the on-field celebrations following the game”?  That would be a lot more believable if NFL viewers maybe saw the towels on the field.  Once the games are over, fans are usually talking or getting food, etc.  Sure, at some point you’ll see your favorite player wearing the licensed hat and t-shirt…but a towel?  For what? to wipe game sweat off?  To soak up the gatorade shower?  It doesn’t even make sense.  This product was designed for such a small consumer group, I’m skeptical about its success (although something tells me I will be proven wrong once they start selling).  Fans looking to wave something at the games can’t use this towel, and fans looking for an NFL licensed beach towel may not be willing to pay $25 dollars.  Those fans that are looking for a 2′ x 4′ NFL licensed terry cloth banner that is probably too big to put anywhere in their trophy/shrine room?  I think the NFL may have just made the perfect product for you.

Pittsburgh Tribune Review — Terrible! NFL ‘Trophy Towel’ plays off original

1 Tweet

Additional comments powered by BackType