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SBD/4/Sponsorships Advertising Marketing
WORLD LEAGUE LOOKS TO MARKET PRODUCT
Published October 4, 1994
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).