SBD/4/Sponsorships Advertising Marketing

WORLD LEAGUE LOOKS TO MARKET PRODUCT

     AD AGE'S Charles Siler examines the "new and improved game
plan" of the World League of American Football.  WLAF CEO Marc
Lory, who is determined not to repeat the league's past failures,
is overseeing a plan where the "league will be limited to
European teams and rely more on sponsorship revenue than TV
rights."  The WLAF will be aimed directly at the MTV generation
of 17-27 year-olds, as games will be shortened and some will
include live U.S. rock music at halftime.  In the U.S., certain
games will likely air on Fox's fX cable channel in the first
year.  The league is "prepared not to make money for three
years," but after ticket sales, the largest source of revenue is
expected to be large "primary" sponsors.  Reebok International
has already signed up, and Lory says deals with McDonald's and
Coca-Cola are "in the works."  Reebok is planning to introduce a
line of World League/Reebok logo sportswear next spring (AD AGE,
10/3 issue).
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