Raiders File Paperwork To Move To Vegas Kraft Profile Examines Goodell Relationship NFL Seems More Comfortable With Vegas CSN Mid-Atlantic, Ravens Not Renewing Deal Johnson's Ambassadorship Leaves Jets In Flux NFL Changes Date Of Goodell Press Conference Eagles' Lurie Becoming More Hands On Chargers Hold L.A. Kickoff Ceremony At The Forum NFL Gets Credit For Minority Hirings A-B InBev Latest To End USOC Sponsorship
SBD/7/Sponsorships Advertising Marketing
NFL SPONSORSHIP MOVES
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).