San Diego Pitches Chargers Plan To NFL Cardinals Praised For Hiring Female Coach Kraft Blasts NFL For Handling Of Brady Suspension Brady's Marketability Likely To Stay Intact Packers Go Retro For New Alternate Uniforms Brady Destroying Phone Key To Upholding Ban Brady, Goodell Prepare For Court Battle Columnists Opine On Deflategate Ruling NFL Owners Caught Off Guard By Leiweke Hiring NFL's New Air Policy Could Work In Brady's Favor
SBD/28/Sponsorships Advertising Marketing
DIAL TAKES LEADING ROLE ON NFL'S SOAP OPERA
Published November 28, 1994
In its cover story this week, BRANDWEEK reports that Dial Corp. is "on the eve of capping off an extensive sponsorship contract with NFL Properties that sets in place NFL-themed promotions around Super Bowl XXIX this January, and kicks off next season with a series of local team tie-ins." Dial's NFL pact "usurps rival soap and detergent marketer Lever Brothers," NFLP's previous partner for Super Bowl and Tailgate promotions. The '96 Super Bowl will be in Phoenix, home of Dial's headquarters. The deal also "maps out preliminaries for a series of tailored regional promotional efforts in each of the 30 NFL team markets, fitting neatly with Dial's aggressive retial partner-oriented regional initiative." Since Lever's contract with NFLP does not expire until Dec. 1, Dial would not comment on the deal. Still, Super Bowl XXX's Phoenix venue "opens the door to a massive trade promo and hospitality initiative for retailers" (Pam Weisz, BRANDWEEK, 11/28 issue).