Sport as a product is unpredictable and difficult to control. As a result, marketers must turn their focus to product extensions in order to control the promotion of the sport, team or athlete. Scarves, beanies, clothing and flags are common items of merchandise released by sports teams.
However, sometimes these product extensions branch out into the realm of the weird and the wonderful. The following are three examples of some outlandish (and quite frankly, disturbing) sport product extensions.
BORUSSIA DORTMUND GRILL CLEANING SPRAY
The first example is from Borussia Dortmund, a German football team. They licensed the use of the BVB logo and name for a barbecue cleaning product. I cannot see the connection between soccer and cleaning products, however, it still exists. Here is an excerpt of the product description: "The BVB Grill Cleaner is a practical helper when cleaning up after a barbecue. Tough residues from grilling and frying on the barbecue grill can be removes simply and effortlessly using this spray cleaner. The Grill Cleaner can even be used in all baking and hot-air equipment to polish the devices back up to maximum shine."
FULHAM FC CHAIRMAN POSTCARD
The next example of a zany product extension raises a lot of different questions. In particular, why would anyone want to purchase this product in the first place? The outlandish product extension is in fact a postcard of Fulham FC's former Chairman, Mohamed Al-Fayed. It is not just a normal picture of the Chairman. Instead, it is an image of Al-Fayed's face photoshopped on to the body of a rather muscly man. Why? I have no idea…
NFL MUSICAL NUTCRACKERS
The last example of a bizarre sport product extension belongs to the NFL. The product is a nutcracker adorned with your favourite team's name. However, it is not just any old nutcracker- it is an object which dances to a cute little musical number. Just what everyone wants for Christmas!
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