The Lingerie Football League announced this week it is?rebranding itself?in an effort to shift the focus from lingerie to football.?The league, which?launched?the Minnesota Valkyrie in 2011 but then?went on hiatus in 2012, now will be called the Legends Football League.
The Lingerie Football League announced this week it is rebranding itself in an effort to shift the focus from lingerie to football.
The league, which launched the Minnesota Valkyrie in 2011 but then went on hiatus in 2012, now will be called the Legends Football League.
As part of the rebranding initiative, the league said:
- Performance wear (in other words, more functional) will replace all lingerie aspects of uniform
- Sexy female figures will be removed from all league and team logos
- Players' shoulder pads will be redesigned to increase protection
- Its tagline will change from "True Fantasy Football" to "Women of the Gridiron"
"While the Lingerie Football League name has drawn great media attention allowing us to showcase the sport to millions, we have now reached a crossroad of gaining credibilty as a sport or continuing to be viewed as a gimmick," founder and Chairman Mitchell Mortaza said in a statement. "In the coming years we will further establish this sport in the U.S., Australia, Europe and Asia as the most known form of American football globally. In order to reach the next milestone, we feel the focus has to be the sport and our amazing athletes."
I wasn't exactly sold on the Lingerie Football League before, but I'm even more skeptical of the long-term prospects of the Legends Football League.
When I talked to Mortaza in 2011, he said the LFL aims for attendance of between 7,000 and 8,000 per game with an average ticket price of roughly $50. But I doubt it will even come close to those results without relying on sex appeal.
John Vomhof Jr. covers retail, restaurants, hospitality, sports business, and advertising/public relations/media. He's also on the air on WCCO-AM 830 with Dave Lee daily at 8:45 a.m. and on Fox 9 TV Fridays at 5:30 & 6:30
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