NFL, Rawlings Team for Tailgating Line

The National Football League has signed Jarden's brand Rawlings to a multi-year deal as exclusive licensee for select tailgating products.

The Rawlings line will include tent canopies, grills and chairs. The deal also includes an extension deal, beginning in 2011, to be managed by Jarden Sports Licensing. The agreement expands the partnership with the NFL across a number of Jarden's brands, including Coleman, Bicycle and Shakespeare. Non-exclusive tailgate products will include coolers, stadium seats and footballs—all to be merchandised under the TLG8 brand umbrella and its "Real Brands for Real Fans" tagline. The entire collection will launch in April 2011.

"Retailers are excited to leverage the immersive value of these iconic brands with their core sports consumer creating a one-stop shop for the ultimate fan," says Brian Finegan, manager of licensing and business development for Jarden Sports Licensing. "NFL fans will be able to enjoy the household brands they grew up with and use every day, while continuing to show support for their favorite teams every weekend."

In addition to the NFL, Jarden Sports Licensing also has partnerships with Major League Baseball, National Basketball Association, Marvel Entertainment and Mattel.