Hooked for Life
Article

Hooked for Life

Inside the NFL's relentless, existential, Big Tobacco-style pursuit of your children.

George Dohrmann
The Huffington Post, 2016
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Editorial Rating

8

Qualities

  • Innovative
  • Eye Opening

Recommendation

Each year, more than 100 million people tune in for the Super Bowl. Scores of National Football League (NFL) players are household names. Still, the league relentlessly pursues new fans. Starting as early as age six, kids can join fantasy leagues, and middle schoolers study NFL-themed school curricula. At the same time, former professional players vow to never allow their own kids to play football, fearing for their safety. Award-winning sports journalist George Dohrmann examines the NFL’s aggressive youth marketing strategy. getAbstract recommends this critical exposé to sports fans, parents and educators.

Summary

The National Football League (NFL), which generated $12 billion in revenue in 2015 alone, is facing a crisis. According to Nielsen data, viewership is dropping, particularly with men aged 18 to 24. Former players and roughly half of all American parents say they won’t allow their children to play the sport. Today, experts warn that tackle football can cause serious head injuries – and even death. All this poses a problem for the NFL: Some 60% of “diehard fans” start with an interest in football while elementary school age. Once children are older, it’s much harder to build lifelong brand loyalty.

About the Author

George Dohrmann is a Pulitzer Prize-winning journalist.

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