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Published October 7, 1994
Levi Strauss has bought the rights to make Dockers the official pants of NFL coaches, a 3-year deal costing close to $2M a season. The NFL Coaches Club negotiated the deal and said that 23 of 28 NFL coaches have agreed to wear Dockers pants. Endorsement fees will be divided between NFL Properties and the coaches. A Dockers competitor criticized the company for the deal, citing the difficulty cameras will have showcasing the pants: "Only Dockers is stupid enough to pay that kind of money" (Elaine Underwood, BRANDWEEK, 10/3). 7-ELEVEN: 7-Eleven has announced plans to become the official convenience store of the NFL. The deal is the first step in a broad series of promotional initiatives, including a tie in with Coke's "Monsters of the Gridiron" series. 7-Eleven is also talking to other NFL sponsors like Frito-Lay, Gatorade, Hershey and Budweiser about cross-promotional efforts (Michael McCarthy, BRANDWEEK, 10/3).