NFL in the alphabet soup with QVC, GSI


The National Football League likes to sell related merchandise, and has inked an agreement with cable direct-to-consumer sales channel QVC and with an internet etailing firm, GSI Commerce Inc. QVC has been named the NFL's "official television retailer" and will go so far as to add NFL-based shows to its programming lineup, which will start at the beginning of the season and run clear through to the Super Bowl.

GSI, which has been associated with the NFL as operator of, will provide the NFL-licensed merchandise sold on QVC and will basically handle fulfillment of QVC-generated sales.

"We are pleased to team with two of the leaders in electronic retailing and multichannel commerce," said Lisa Baird, the NFL's senior vice president of marketing and consumer products. "This new alliance will further expand our marketing reach and better serve our fans who have an insatiable appetite for the NFL and our licensed merchandise."

TVBR observation: Television stations which carry football teams, host NFL-themed shows and/or cover the NFL on their local newscasts will be helping indirectly to generate a market for the items QVC and GSI are trying to sell. While we can't think how the project will harm local broadcasters, it's too bad there doesn't seem to be a way to get a cut of the proceeds in exchange for all the free coverage.