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SBD/12/Sponsorships Advertising Marketing
NFL ADDS SKILLS COMPETITION TO PRO BOWL WEEKEND
Published December 12, 1994
"Looking to pump life into what's perennially the most desultory of all-star events," the NFL is adding a skills competition to its Pro Bowl weekend, with Miller Brewing and Reebok on board as sponsors. The Miller Lite Pro Bowl Battle of the Gridiron "will pit AFC stars against NFC players competing for cash prizes, in a contest" held the Friday before the Pro Bowl game. ABC, in Year One of a 4-year NFL contract that includes the Pro Bowl, will televise the event on February 4. Reebok will be the presenting sponsor of the new event. With the addition of a skills event, the NFL joins the NHL, MLB and NBA, "all of which have successfully extended their all-star games for sponsor add-on programs" (Terry Lefton, BRANDWEEK, 12/12 issue).