CLOSING CASE: E-COMMERCE

AT THE NATIONAL FOOTBALL

LEAGUE (NFL)

GROUP MEMBER:
1. TRAN HA THIEN PHU
2. NGUYEN THI CAM TU
3. TRAN DUONG QUY
4. NGUYEN DUY KHOI
5. TRUONG THE HUNG
 CONTENTS

Overview of the case

1

Examples of e-commerce
2 activities
Overview of the case
 Professional sports are multibillion-dollar businesses in the
United States and they are growing rapidly in many other
countries.
 The National Football League (NFL), which consists of 32
teams, is a premier brand of the most popular sport in the
United States – football.
 The NFL uses e-commerce and other information technologies
extensively to run its business efficiently.
Examples of e-commerce activities
1, Selling online:
 In addition to the official store (nflshop.com) and the
individual team stores, (e.g., the Atlanta Falcons). There are
dozens of independent stores that sell authentic as well as
replicas of jerseys, hats, shirts, and other team merchandise.

• Most of these sales are done online, which enables

you to buy your favorite team’s items from anywhere
• It is basically a multibillion-dollar B2C business,
supported by search and shopping tools

 Several online stores sell tickets for NFL events, including

resale tickets.
Examples of e-commerce activities
2, Selling in China:
 In October 2013, the NFL opened its official online store in
China (nflchinashop.com).
 The NFL used two partners:
◦ Export Now to handle all the administration of the transactions
◦ Tmall.com (China’s leading EC seller with over 500 million
registered members)
Examples of e-commerce activities
3, Information, News, and Social Networks:
 The NFL is on Facebook where there is a company description and
many posts by its fans. It is also on Twitter where you can find
information on upcoming NFL events, and be one of its 2,000,000+
followers.
Examples of e-commerce activities
4, Videos and Fantasy Games
• Madden NFL 11 is a video
game available across all
major consoles with an
adaptation for iPhone and
iPad versions of the game.
Examples of e-commerce activities
5, Smartphone Experience
 Smartphones, and especially iPhones, now allow users to go
online to view games in real time (some are costly).
 Can use the iPhone to view photos in the stadium that are
projected on TV
Examples of e-commerce activities
6, Wireless Applications in Stadiums
 Several stadiums are equipped with state-of-theart wireless systems.

Sun Life Stadium,of

University home of the Miami
Phoenix Dolphins
Stadium
Examples of e-commerce activities
7, Other Applications
The NFL uses many other EC applications for the management of
transportation to the Super Bowl, security implementation,
procurement (B2B), providing e-CRM, and much more.
CLOSING CASE: E-COMMERCE
AT THE NATIONAL FOOTBALL
LEAGUE (NFL)
Super Bowl
 The Super Bowl is the annual
championship game of the
National Football League (NFL)
played annually.
 Because of the high viewership,
commercial airtime during the
Super Bowl broadcast is the most
expensive of the year, leading to
companies regularly developing
their most expensive
advertisements for this broadcast.
Big corporations and brands are willing to
pay huge prices for advertising
Mercedes-Benz Stadium