Will Vikings biz score big with Favre?
TEXT OF STORY
Steve Chiotakis: Brett Favre just can’t seem to retire. After two attempts in as many years, the NFL legend has agreed to come back, this time with the Minnesota Vikings. Marketplace’s Amy Scott looked into what the news could mean for the team’s bottom line.
Amy Scott: Brett Favre’s second comeback is causing a stir in the Twin Cities. For 16 seasons, he played for the Vikings’ arch rivals — the Green Bay Packers.
University of Minnesota marketing professor George John says his son called him from football camp to share the news.
GEORGE JOHN: He’s the most recognized football figure in the Upper Midwest. People are passionate about him, and the casual fan will be energized by this.
That energy could mean big business for the Vikings, in sales of tickets, and purple Number Four jerseys.
Paul Swangard teaches sports marketing at the University of Oregon.
PAUL SWANGARD: Licensing revenue, butts in seats, and obviously the sponsors and the advertisers who will want to associate [with] him, all combined together, it’s a nice little benefit.
The Vikings are taking a risk. After a strong start with the New York Jets last season, Favre’s performance fell apart. But with several NFL records under his belt, Viking fans hope Favre is just what the team needs to make a run for the Super Bowl.
I’m Amy Scott for Marketplace.
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