35 Promoting the interests of, and participation in, the sport of amateur football; association services, namely, promoting the sport of amateur football; association services, namely, promoting public awareness of the sport of amateur football; retail store services featuring clothing and hats, books and media, jewelry, toys and games, housewares, tailgating supplies, authentic and replica football helmets, souvenirs, collectables and sports memorabilia, novelty items and general merchandise in the field of football; on-line retail store services featuring clothing and hats, books and media, jewelry, toys and games, housewares, tailgating supplies, authentic and replica football helmets, souvenirs, collectables and sports memorabilia, novelty items and general merchandise in the field of football