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On
The Edge onto Something Big in Tailgating
Licensing company rolling out NBA product
October 17, 2006
Are retailers missing out on a potentially lucrative tailgate market with the NBA? Brian Horowitz thinks so. The President of On The Edge Marketing, Horowitz and his company will be exhibiting at the Sports Licensing & Entertainment Marketplace and Tailgate • Picnic Show in November. While On The Edge will have its entire line on hand—which includes licenses with Chevy, Ford and GM—Horowitz says the focus will be NBA product.
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“We’ve been working with the league trying to create more of a tailgate atmosphere,” he explains. “We feel this could be huge. Go to an NFL or college football game—they’re about tailgating, not just the game. The NBA also has a lot of Saturday and Sunday afternoon games. We’re offering product for this market.”
Among the items available from On The Edge is a package that includes a folding table, folding chairs and a canopy. All feature the team logo, and the canopy incorporates basketball hoop netting. On The Edge is also working on a gas-powered blender as well as a decked-out tailgating wagon, perfect for those particularly crazy fans out there.
According to Horowitz, On The Edge is targeting mass merchandisers in Las Vegas. “We’d love to sign up sporting goods chains,” he says. “Target would be great, too. Discount stores aren’t right for us right now. We’re looking for retailers with the NASCAR-type of customer.”
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Another offering Horowitz believes will interest mass merchandisers is logo-ed floor tiles. “These are designed for a game room or garage,” he says. “But they also change the appearance of dead-spot areas on a retailer's floor space.”
“Retailers have been very responsive to our product line,” adds Horowitz. “They often start working with us online, and the relationship develops from there.”
