September saw women’s magazine <a href=”http://www.marieclaire.com/”>Marie Claire</a> run a 16-page insert guide to the NFL, courtesy of the league, called ‘The Savvy Girl’s Guide to Football’.
It ran alongside five full-page ads for apparel from the Nike NFL’s women’s collection.
While the editorial team at Marie Claire produced the content, the guide reflects the evolving and increasingly collaborative relationship between the editorial and business facets of consumer publishing.
The feature’s content ranged from Super Bowl party hosting advice (oven-roasted kale as a chili topping) and $685 NFL high-tops to pair with a Tom Brady jersey, to a primer on football terminology and a guide to ‘quarterback bromances’.
Actress Minka Kelly, who many readers will know from her role in NBC high school football series ‘Friday Night Lights’, appears on the front of the main magazine and another ad page for the NFL appears in the main issue itself (as well as the supplement).
Additional NFL apparel ads will appear in Marie Claire’s October issue too.
A further element of the initiative sees Marie Claire distribute 15,000 additional copies of the insert in the NFL’s “style lounge” retail areas at stadiums.
The program also includes a digital component with dedicated tweets.