Diller’s first down

Home Shopping Net, NFL ally for marketing

NEW YORK — The National Football League and Barry Diller’s USA Networks have signed a three-year e-commerce and marketing partnership.

As part of the deal, USA’s Home Shopping Network will be the exclusive TV shopping network for the NFL. Beginning in mid-summer, HSN will broadcast “NFL Shop,” a live one-hour show to precede each NFL Monday night game. Shows will feature exclusive, officially licensed merchandise and NFL player guest appearances.

“By combining incredible product with exciting professional athletes and live programming from venues in some of our biggest markets, we are set to produce the ultimate shopping experience for millions of loyal football fans nationwide,” said Mark Bozek, president and CEO of Home Shopping Network.

Online branding

USA’s Electronic Commerce and Services Unit will deliver an elaborate football database and produce commerce programs and specials for NFL programming. The NFL brand will be leveraged across USAi’s online properties, which include Ticketmaster.com, HSN.com and CitySearch.com.

In February, USA Nets announced a similar partnership with the National Basketball Assn.

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