(from Sports Business Journal, April 1, 2013) The New York Giants has decided to extend their brand as one of the most honored NFL teams in the league, to health and fitness. The Giants plan to open their first facility in December, which will be named Hackensack UMC Fitness & Wellness Center. The facility is in Maywood, N.J., which is only 5 miles away from the Giants’ home field. This fitness center is expected to be 112,000 square feet and include a variety of benefits to its members. Some of the items that this health, rehabilitation, and education center offers are occupational therapy, swimming lessons, Zumba, cooking classes and more.
The New York Giants Senior VP and Chief Marketing Officer, Mike Stevens, said that this is the first brand extension in the 88 years that the team has been around. He comments that he tried to search for extensions for his fitness centers with his time at the Washington Redskins in 2003. According to Stevens, this is a naming-rights deal but reversed. It is not easy for a team with this much recognition in society to just put their name on a facility like this one. What the Giants are trying to accomplish is simply a different experience than a fan that just buys a ticket to a game. Stevens says that the fitness industry is up and coming, and that sports brands should be extending to this opportunity.
The Giants have had Hackensack University Medical Center as a corporate sponsor for five years. Since the facility desires between 8000-10,000 members, the players will receive incentives to increase the amount of memberships. The outside of the facility will have the Giants’ logo and the team will be highly portrayed in and throughout the facility. Fees will include an initial fee with a monthly membership anywhere between $75-$125. This program is to simply promote wellness, as well as help extend the brand of the Giants.