NBCUniversal wants to sell you golf apparel from a stable of 30-plus brands, including one from Bill Murray and his five brothers
Bill Murray during the AT&T Pebble Beach Pro-Am golf tournament in California in February. Photo: kyle terada/Reuters By Alexandra Bruell March 28, 2019 6:00 a.m. ET Comcast Corp.’s NBCUniversal, known for programming like “Friends,” “This Is Us” and the “Real Housewives” franchise, wants to sell you golf socks and polos.
Bill Murray is promoting his golf brand and NBCU’s Shop With Golf e-commerce store. Photo: PHOTO: NBCUNIVERSAL “This is not about trying to sell more GRPs,” said Josh Feldman, head of marketing and advertising creative at NBCUniversal, referring to gross rating points, a common TV advertising metric. “This is about creating a new opportunity for brand partners that creates a new revenue stream for us.
NBCU tapped Mr. Murray to help it promote Shop With Golf. In a 30-second TV ad set to run for 13 weeks across various NBCU properties including MSNBC and CNBC, Mr. Murray loosely evaluates his own performance on the golf course—a joke for golfers who are notorious for inflating their scores. Mr. Murray and his five brothers also star in an online music video accessible on the website, among content featuring other brands.
NBCU will take a cut of revenue from products sold on its platforms. The company, which declined to disclose more details about the revenue-share arrangement, said it would also produce and distribute promotional content for brands that want to pay for those services. For example, the Shop With Golf site includes an article about the lifestyle of Shep Rose of “Southern Charm,” a reality show on NBCU’s Bravo network. Mr. Rose is selling his golf-inspired apparel line Shep Gear in the shop.
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