Walmart Changes Playbook, Buys NFL on Thanksgiving Day to Push Black Friday
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Walmart has been an advertiser on National Football League broadcasts over the years, but the budget-conscious retailer has rarely bought a lot of TV time during games due to the cost. That’s changing, however, as the giant retailer steps up its NFL advertising this Thanksgiving to support its Black Friday sales.
“We’re doing more with the NFL around Black Friday than we’ve ever done,” said Walmart U.S. Chief Marketing Officer Stephen Quinn during an interview at the Association of National Advertisers Masters of Marketing Conference earlier this month in Phoenix. Days earlier, Mr. Quinn’s boss, Duncan Mac Naughton, Walmart’s U.S. chief merchandising and marketing officer, teased the retailer’s investment in the NFL at a meeting of the National Beer Wholesalers Association in Las Vegas. “Football, family and beer, that’s what I am talking about,” Mr. Mac Naughton said in a presentation, after showing a reel of NFL highlights.
The NFL is “one of the properties that I think will resonate with each one of you,” he told the distributors, while reiterating Walmart’s goal of doubling beer sales in the next three years.
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