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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).